The Demand For Customer Relationship Management Systems

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Introduction “The purpose of a business is to create a customer.” These famous words written by Peter Drucker have been around for more than 60 years. Astonishingly, businesses began to realize the validity of this statement only a couple of decades ago (Morris, 1994). With the rapid technological advances we are experiencing on a daily basis, companies are being forced to shift from a product-centered focus to a customer-centered focus. Instead of targeting customers, technology has flipped the role and allowed customers to target companies. This alteration has required IT professionals to “think customer” and tear down the wall between IT and the employees that interact with customers (McDonnell, 2001). In this customer-centric…show more content…
Some companies have run into complications varying from cost overruns and integration difficulties to poor user acceptance. Manufacturing, logistics, store procedures, and the public sector have all proved to contribute to both the success and failures for firms. There is always risk involved when a company decides to make a change in their systems, whether it be adding to the current system or implementing an entire new system. The greater the change implies additional risk. Although the success and failure with implementing CRM systems has drawn much attention for the past few years, there have been plentiful areas in management that have gone through successful systems and system failures and have attracted the same publicity. Believe it or not, the answers to why a system turns out to be a success or failure are closely related to each other. Projects turn out to be successful when all of the right people are involved and collaborate with each other. Careful planning, covering every aspect, and teamwork amongst the company and external suppliers are big contributors to having success. Everyone must be committed to the change from top management on down. Obviously when systems fail, it is because there is a lack of execution or commitment to the system. In the middle, between the complete success and failure of
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