Title :
Why CRM Efforts Fail? A Study of the Impact of Data Quality and Data Integration
Author :
Missi, Farouk ; Alshawi, Sarmad ; Fitzgerald, Guy
Author_Institution :
Brunel University, UK
Abstract :
This paper reports the results of a study into the implementation of data-driven customer relationship management (CRM) strategies. Despite its popularity, there is still a significant failure rate of CRM projects. A combination of survey and interviews/case studies research approach was used. It is found that CRM implementers are not investing enough efforts in improving data quality and data integration processes to support their CRM applications.
Keywords :
CRM; Data Integration; Data Quality; Implementation; Companies; Computer networks; Customer relationship management; Decision making; Globalization; Information management; Management information systems; Organizational aspects; Target tracking;
Conference_Titel :
System Sciences, 2005. HICSS '05. Proceedings of the 38th Annual Hawaii International Conference on
Print_ISBN :
0-7695-2268-8
DOI :
10.1109/HICSS.2005.695
