Introduction
This paper discusses the use of CRM to manage and develop relationships associated with a business enterprise. The implementation of CRM will change a business enterprise dramatically to adapt itself to intense competition. The changes consist of the relationships between staff in different departments, the relationship between employees and information system, the process to communicate with customers, and the changes brought by information technology. Since CRM is a strategy not a solution, it is not that easy for a business enterprise to implement a CRM system. Unfortunately, some researches showed that most of the implementation of CRM failed or didn’t achieve the stated objectives.
In order to discuss the changes to the relationships and roles associated with a business enterprise clearly, the paper argues the changes from three aspects: people in a business enterprise, customer-centric process, information technology.
The organization of this paper is as follows: section1 presents a review of CRM, including the development of CRM and the benefits and pitfalls associated with the implementation of CRM. Section2 analyses the failed cases of CRM from people, process and technology aspects to illustrate the mistakes which are easily conducted in the process of aligning the CRM system within the enterprise. Section3 presents successful cases to present how to combine CRM strategy with the enterprise and the changes to the relationships and roles in a business after the implementation of CRM. Section4 is the conclusion of the paper.
Section1. The review of CRM
1.1 why CRM appears
If companies are willing to be successful even survive in the market in the long term, they must gain the competitive advantages which are differ ...