A SUCCESSFUL CRM IMPLEMENTATION PROJECT IN A SERVICE COMPANY: CASE STUDY
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Customer relationship management - CRM implementations increased rapidly in Slovenia in the last few years, following the trends elsewhere. Studies reporting how the implementation project goes on before, between and after the implementation are scarce. The authors offer a thorough case study analysis of the CRM implementation with a positive outcome in a Slovene service company. Case study demonstrates that CRM implementation is a holistic and complex concept, which means that it is not merely an integration of new information technology, but everything that happens around the business processes changes. They recommend that the company has already established a process approach and the orientation toward customers. Study showed the need for efficient leadership, acquirement of resources and CRM strategy implementation control; trust to the software solution shouldn't be self-understood. Through implemented analytical CRM company can improve the relationship with customers, achieve larger information sharing between employees and accept better strategic decisions.
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