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Journal cover: Business Process Management Journal

Business Process Management Journal

ISSN: 1463-7154
Previously published as: Business Process Re-engineering & Management Journal

Online from: 1997

Subject Area: Managing Quality

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Understanding customer relationship management (CRM): People, process and technology


Document Information:
Title:Understanding customer relationship management (CRM): People, process and technology
Author(s):Injazz J. Chen, (Department of Operations Management and Business Statistics, College of Business Administration, Cleveland State University, Cleveland, Ohio, USA), Karen Popovich, (Department of Operations Management and Business Statistics, College of Business Administration, Cleveland State University, Cleveland, Ohio, USA)
Citation:Injazz J. Chen, Karen Popovich, (2003) "Understanding customer relationship management (CRM): People, process and technology", Business Process Management Journal, Vol. 9 Iss: 5, pp.672 - 688
Keywords:Business process re-engineering, Customer relations, Integration, Relationship marketing
Article type:Research Paper
DOI:10.1108/14637150310496758 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. CRM has evolved from advances in information technology and organizational changes in customer-centric processes. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.



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