CRM's silver lining

David Harding, David Cheifetz, Scott DeAngelo, Elizabeth Ziegler

Research output: Contribution to journalReview articlepeer-review

14 Scopus citations


Although conventional wisdom holds that the majority of CRM solutions have fallen short of their promise, this article suggests that a silver lining may exist in the clouds of past CRM disappointments. Companies can generate real value from previous CRM investments (and ensure that future spending is more productive) by moving beyond a focus on technology and concentrating instead on a few critical business objectives that will drive bottom-line results. In addition to defining the objectives, ensuring that the employee behavior change takes place is essential to creating value.

Original languageEnglish (US)
Pages (from-to)27-32
Number of pages6
JournalMarketing Management
Issue number2
StatePublished - Mar 2004

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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