Measuring CRM Performance: An Exploratory Case

Topics:
CRM,
Electrical and Electronic
Tags:
Advertising & Promotion,
CRM,
Customer Relationship Management (CRM),
Enterprise Software,
Marketing,
Software,
University College Cork
Source:
University College Cork

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Overview: Customer Relationship Management (CRM) is a business philosophy that has emerged and gained prominence in the field of IS in recent years. Organisations have begun to realise that creating a dynamic substantial relationship with each customer may lead to sustained business success. While numerous firms have bought into the CRM concept many organisations are now trying to evaluate whether their CRM initiative is performing. This paper will examine how Irish Life and Permanent, a leading financial services organisation based in Ireland evaluate the performance of their CRM initiative. They developed a set of measures for evaluating the performance of their CRM initiative.

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Format: PDF | Size: 76KB | Date: May 2004 | Pages: 11

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