Why CRM Efforts Fail? A Study of the Impact of Data Quality and Data Integration

This paper reports the results of a study into the implementation of data-driven customer relationship management (CRM) strategies. Despite its popularity, there is still a significant failure rate of CRM projects. A combination of survey and interviews/case studies research approach was used. It is...

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Bibliographische Detailangaben
Hauptverfasser:	Missi, F., Alshawi, S., Fitzgerald, G.
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Companies Computer networks CRM Customer relationship management Data Integration Data Quality Decision making Globalization Implementation Information management Management information systems Organizational aspects Target tracking
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Beschreibung
Zusammenfassung:	This paper reports the results of a study into the implementation of data-driven customer relationship management (CRM) strategies. Despite its popularity, there is still a significant failure rate of CRM projects. A combination of survey and interviews/case studies research approach was used. It is found that CRM implementers are not investing enough efforts in improving data quality and data integration processes to support their CRM applications.
ISSN:	1530-1605 2572-6862
DOI:	10.1109/HICSS.2005.695