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Essay / Research Paper Abstract
This 10 page paper discusses the implementation of customer relationship management (CRM) at Verizon. The paper looks at how and why the project was initiated, how it was planned, the identification of business needs, the design of the system and the result of the CRM implementation. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEvercrm.rtf
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Unformatted sample text from the term paper:
large impact on the profitability of a firm. It is since that time that there has been an increased focus on the need to manage customer relationships in order to
increase satisfaction and as a result improve customer retention rates (Kotler, 2003). This gives many firms the desire to look at implementing the small changes. A tool that has become
very popular is that Customer Relationship Management (CRM). Customer relationship management is seen as a holy grail of IT systems, able to provide many advantages and increase the value of
the data already stored within an organisation and help to identify areas where problems exist, give customers better service and increase the speed at which the improvements to service can
be created. However, it is merely a tool, although it is potentially powerful tool and is able to deliver the perceived benefits; the realisation of the perceived advantages may be
more difficulty that a company imagines, so, for the best chance of success a company will need to identify the factors which will influence the success of the implementation. One
company which has adopted a strategy of installing CRM and has benefited from it is that of Verizon. The implementations of an IT
system will often have failure, for example, running over budget, running over schedule, not delivering the on the promises tat were made, as well as the more common reasons for
change failures such as staff resistance and a lack of commitment by senior management (Ryals et, 2000, Teo and Ang, 1999). For any company looking for change the most
important element in the plan, to sure that implementation takes place as needed and the goals can be met. To consider why
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