Considerations for CRM Implementation: Part 1
Cutter Consortium Business-IT Strategies Executive Report
Customer relationship management (CRM) has emerged as the next major wave in the movement of firms toward the goal of tying together their value chain through the use of enterprise-level information technology. In fact, CRM seems to have picked up where enterprise resource planning (ERP) investment left off in the late 1990s, consuming tens of billions of dollars in investment and experiencing annual growth in the 30%-40% range. A question to be faced now is: how should firms be attempting to manage this next wave of enterprise-level information technology investment?
Cotteleer, Mark and Richards, Laura, "Considerations for CRM Implementation: Part 1" (2002). Management Faculty Research and Publications. 132.