CRM: A Strategic Approach

Customer Relationship Management (CRM) held out a lot of promise in the mid-1990s, but a considerable number of failures caused concern about its usefulness. Though various researchers have analyzed CRM critically, a comprehensive framework for enabling a better approach to CRM is lacking. This paper presents the findings of various researchers and also provides the information about how this paper contributes to the purpose of CRM. This paper delves into the various critical aspects of CRM beginning with the 'CRM Vision' and then going into the 'CRM Goals' and the 'CRM Implementation' process. It analyzes the findings of other researchers and supports the arguments using examples of successful CRM implementations and presents a framework that can be used for a more strategic approach to it. [PUBLICATION ABSTRACT]