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Authors
Affiliations
1 TATA Auto Camp Systems Limited, IN
2 Sinhgad Technical Education Society's Sinhgad Business School, Pune, IN
3 Pune, IN
Source
Indira Management Review, Vol 3, No 2 (2009), Pagination: 27-35
Abstract
CRM applications as a tool are not widely explored by industries for the Customer Relationship building, this research has looked at issues in enhancing the effectiveness of CRM applications In Industry for building customer relations. Resulting from a variety of catastrophic ERP implementation failures, research on ERP systems Implementation need to be done to reduce application complexity The likelihood of success is related to reduced project scope, complexity, and customization of the application. Defining a reasonable (i.e., smaller) system scope by phasing in software functionality over a series of sequential implementation phases is an important means of decreasing complexity. Similarly, reducing or eliminating customization of the specific functionality of CRM application software Is critical to lowering risk. It is the business needs that should determine the CRM application functionality and the scope of functions to be implemented. Firms are finding that implementing CRM functionality beginning with quick, clear-cut and profitable 'hits' helps to insure the initial success, and thus long-term success of a CRM initiative. We suggest that this assessment will provide detailed answers to questions: What is a firm's current awareness of CRM Solutions? And what changes must be adopted before embarking on a successful CRM initiative?
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