CRM research supports the conclusion that it is a management “fashion” and not a “fad”. It should have a great appeal in service industries, such as banks, public accounting, and insurance. Electronic CRM has great promise. Shah and Mirza provide, in great depth, the use of Web services to achieve effective CRM.
However, CRM is long way from achieving its potential. Some companies will get it all together and reap the benefits by assimilating the principles of CRM into their normal business practices. Others will go through the motions, stall, and move into a newer program that promises to be easier to implement and provide even greater benefits. Still others will never know that CRM was available (Richard, 2010)
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