Customer relationship management – identifying

Customer relationship management has been widely implemented in recent years. In spite of the increasing investment amounts, many CRM programs have ended in failure. It looked at the phase of formulating a CRM strategy and focused on the constraints to help enterprises avoid serious mistakes. It was also examined in consulting practices and real-life projects to support the results. Subsequently, a strategic framework was adopted to illustrate the cross-functional processes throughout strategy formulation. With this extended framework, constraints have been identified and classified correspondingly. The case studies of two French organizations were analyzed to validate the study. Moreover, the constraint analysis allowed researchers to discover strengths and weaknesses of two studied CRM strategies. The work has set a foundation for further investigations in formulating CRM strategies and avoiding pitfalls.