Educational and training model for implementation of E-CRM strategy

Zubović, Jovan and Domazet, Ivana and Bradić-Martinović, Aleksandra (2011) Educational and training model for implementation of E-CRM strategy. In: Serbia and the European Union : economic lessons from the new member states. Facultade de economia Universidade de Coimbra, Coimbra, pp. 358-382. ISBN 978-972-9344-03-9

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Abstract

In developed market economies led by fast development of IT and database software, like EU and USA, priority of business activity is two-way strategic communication between companies and their consumers. Customer relationship management (CRM) is a relatively new concept, which aims to enable more effective and efficient implementation of company objectives through analytical review of customer needs. While there are numerous software packages that support it, CRM is not technology itself - it should be a fundamental change in organizational culture. The development of appropriate software allows CRM system to become automated process, but it does not imply successful implementation. Effective CRM strategy can not be integrated overnight. Changes must occur at all company levels which must take shape in accordance with the principles of CRM. Despite high expectations, as many as 50-70% of CRM initiatives fail to deliver expected outcomes. High failure rate is a result of fast and unplanned implementation of CRM. In this paper we define and analyze six most common reasons for the failure. Further on, by using several models we present a new „CRM E&T model” which provides safer implementation of CRM.

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