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CRM implementation practices in Europe

: Göbel, S.; Schulz-Klein, E.; Stender, M.


Stuttgart: Fraunhofer IRB Verlag, 2003, 182 S.
ISBN: 3-8167-6303-0
ISBN: 978-3-8167-6303-1
Fraunhofer IAO ()
customer relationship management (CRM); Europa

This report describes the result of an international empirical survey among CRM system users and vendors, which was conducted in autumn 2002. The study focuses on issues of the methodological approach used for implementing a CRM system from a user and vendor perspective. It provides figures on required effort, project organisation, implementation strategy and key success factors. The findings are based on a survey feedback from 144 CRM system vendors and 193 CRM system users from across Europe. The report is intended for project managers and management members of user organisations considering or planning to implement a CRM system. Furthermore these findings are of relevance to CRM system providers and consultants to help them in benchmarking their own organisation. Finally researchers in the field of CRM are provided with an overview on the state of current practices in the field of CRM system implementation.