Implementing CRM

From Technology to Knowledge

David Jesse Finnegan, Leslie P. Willcocks - Collection Information Systems

342 pages, parution le 20/04/2007

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Résumé

Firms are continually seeking new ways to forge close relationships with their most valuable customers. With recent advances in networking and database management, firms have both the motivation and the means for improving their Customer Relationship Management (CRM) strategies.

This book focuses on the actuality of implementing CRM. It is about the organization's ability to provide a seamless and personalized experience to each customer rather than a transactional or product-focused approach where the future of the relationship is not an over-riding consideration. This book connects CRM systems implementation with organizational change for the first time. It looks into the factors that distinguish firms which connect with their customers and gain customer loyalty with firms that are not as successful. It also describes the micro-processes that occur on a daily basis in a company and all the small decisions managers and employees take during the implementation of change and the creation of knowledge.

Finnegan and Willcocks note that CRM implementation is not the straightforward process that many of the trade publications would have us believe. They state the failure rate of large CRM projects may be as high at 70%. Through the lens of two detailed case studies, the authors investigate why CRM is no panacea.

L'auteur - David Jesse Finnegan

David Finnegan, MBA, PhD, has twelve years senior management experience and is a CRM and Systems Integration Specialist. He works internationally as an integration consultant and trainer, while developing postgraduate academic programmes for several universities in the UK and USA. He is also presently working as an Assistant Professor at Warwick Business School. He has worked in a range of roles, including with the Swedish Home Office, and has over 10 years experience in leadership training, system integration, business analyses and business process re-engineering in B2B and B2C environments.

L'auteur - Leslie P. Willcocks

Dr. Leslie P. Willcocks is Professor in the area of technology work and globalization at London School of Economics and Political Science, Associate Fellow at Templeton College, Oxford, and holds visiting chairs at Melbourne and Erasmus universities. His doctorate is from Cambridge University and he has been for the last 16 years Editor-in-Chief of the Journal of Information Technology. He is co-author of 25 books, and has published over 160 refereed papers in journals such as Harvard Business Review, Sloan Management Review, California Management Review, MIS Quarterly, MISQ Executive, Journal of Management Studies, Communications of the ACM, and Journal of Strategic Information Systems. In February 2001, he won the PriceWaterhouseCoopers/Michael Corbett Associates World Outsourcing Achievement Award for his contribution to this field. He is a regular keynote speaker at international practitioner and academic conferences, has extensive consulting experience, and is regularly retained as adviser by major corporations and government institutions.

Sommaire

Introduction and CRM Overview.
Positioning CRM As IT Enabled Business Change.
Implementing CRM: The Neglected Roles of Culture, Knowledge and Psychological Contracts.
Tools For Investigation: Pilot Study, Methods and Frameworks.
CRM Implementation Case: A UK City Council (UKCC).
CRM Implementation Case: An International Enterprise (IE).
Cross Case and Cross Sector Comparisons: What Can We Learn?
Conclusion: CRM Developments.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	David Jesse Finnegan, Leslie P. Willcocks
Collection	Information Systems
Parution	20/04/2007
Nb. de pages	342
Format	16 x 23,5
Couverture	Relié
Poids	617g
Intérieur	Noir et Blanc
EAN13	9780470065266
ISBN13	978-0-470-06526-6