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Journal of Service Research
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CRM Implementation

Effectiveness Issues and Insights

Timothy Bohling

IBM Corporation

Douglas Bowman

Emory University

Steve LaValle

IBM Global Business Services

Vikas Mittal

University of Pittsburgh

Das Narayandas

Harvard Business School

Girish Ramani

Drexel University

Rajan Varadarajan

Texas A&M University

Conceptually, customer relationship management (CRM) has been widely embraced by businesses. In practice, however, examples of success contrast with anecdotes where the diffusion of CRM into organizations continues to be a slow process and/or where CRM implementation outcomes have fallen short of expectations. Successful implementation depends on a number of factors such as fit between of a firm’s CRM strategy and programs and its broader marketing strategy, and intraorganizational and interorganizational cooperation and coordination among entities involved in implementation. Building on the results of a survey of the CRM-implementation-related experiences of 101 U.S.-based firms, in this article the authors identify factors associated with successful CRM implementation and advance directions for future research.

Key Words: customer relationship management • CRM • CRM strategy • CRM implementation

Journal of Service Research, Vol. 9, No. 2, 184-194 (2006)
DOI: 10.1177/1094670506293573
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V. Kumar, K. N. Lemon, and A. Parasuraman
Managing Customers for Value: An Overview and Research Agenda
Journal of Service Research, November 1, 2006; 9(2): 87 - 94.
[Abstract] [PDF]