Does the Gap Matter? A Study of IT and Business Culture Toward Customer Relationship Management Practice

Nowadays, Customer Relationship M anagement (CRM) has become the important part of business due to the benefit of analyze sale opportunities, campaigns management, personalization to each individual customer, cross-selling and up-selling. Unfortunately, many research evidence shows that most of the companies fail to make their CRM effort to pay off. Thus success CRM is required co-operate from the management and end user buy-in from every department in the CRM installed companies. Therefore this study aims to highlight the different between Information Technology culture and Business culture. The finding has shown the significant of the culture gap toward CRM practice, while each part of the organization has to take care for their role and responsibility in order to success in CRM practice.