Customer Relationship Management - Delivered! : Change Management as a Key Success Factor for the Implementation of CRM Strategy, Processes and Software

ISBN-13: 9783639203479 / Angielski / Miękka / 2009 / 164 str.

Ulrike Imme

Opis

Over the past decade the marketing focus in business has changed from a product centered to a clearly customer centered perspective. The solution to this new paradigm for a number of companies, is the implementation of CRM strategy and processes in their sales and marketing department. Nevertheless, approximately two thirds of these investments do not live up to expectations. And one of the major reasons for CRM failure is the missing support through change management strategies during the implementation period. This book is intended to present a practical approach to link these two current issues in business development. Examined is the leverage effect of change management on the implementation of a Customer Relationship Management (CRM) strategy and software, based on a case study of a global company. It can be used as a supporting guideline for companies, students, advisers, consultants and software implementers.

O autorze

Ulrike Imme was born in Germany, studied International Business Information Technology and worked in Strategic Marketing for a large German company in Europe and South America, prior to completing her MBA in Australasia. Since 2005 she lives in Sydney, where she works as a Management Consultant (Strategy) for a global consulting firm.