Munich Personal RePEc Archive

Internal Barriers to Customer Relationship Management Implementation

Shah, Sonia (2021): Internal Barriers to Customer Relationship Management Implementation.

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The masters’ thesis analyzed the internal barriers in the success of Customer Relationship Management (CRM) in an organization. CRM is not a new thought in business environment and this strategy of managing and retaining existing customers is in use well before the advents of IT. However the need for CRM enhanced due to intense competitive business around the globe and organizations have realized that tremendous cost saving can result from such strategy. Although all things are not rosy and CRM implementation takes a lot of tears and blood as success rate for CRM is not appropriate. Behind the low success rate there are few internal barriers that restricts organizations getting best out of it. These internal barriers include, lack of CRM vision, cultural resistance, lack of ROI calculations and lack of professionalism for CRM. I infer that CRM impacted businesses positively and it has a key to success but a managed approach to CRM implementation, highly committed top management, proper mix of organizational and functional breadth and a vision to evaluate ROI from CRM may be some ways to get best out of it and lacking in all these areas will be a drastic failure.

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