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The Adoption of a CRM Strategy Based on the Six-Dimensional Model

Santos, José Duarte , Castelo, José Pita

ISLA — Instituto Politécnico de Gestão e Tecnologia

Cases on Digital Strategies and Management Issues in Modern Organizations, 2021 Published by: IGI Global

If the definition of CRM is not consensual, the model for incorporating or analyzing the concept within an organization is also not. In this chapter, considering the ‘Six-Dimensional Model CRM Strategy', which integrates 65 critical success factors, the authors analyze how these manifest themselves in an organization. Thus, the case studied is presented and described following the six dimensions (CRM strategy formulation, relational marketing philosophy, best practices, organizational and human resources, CRM processes, CRM technology) and also synthesizes in a table how the company analyzed reacted to critical success factors.

Keywords

#customer relationship management #CRM strategy #six-dimensional model #success factors #relationship marketing #Best practices #Human resources #CRM processes #CRM systems #organizational adoption #Knowledge Management #Critical success factor #Table (database) #business

Bibliographic Details

Publication Type Book chapter

Publication Year 2021

Journal / Conference / Work Cases on Digital Strategies and Management Issues in Modern Organizations

ISSN 2327-3429

Publisher IGI Global

Publication Status Published

ISLA Authors & Affiliations

The Adoption of a CRM Strategy Based on the Six-Dimensional Model

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Keywords

Bibliographic Details

ISLA Authors & Affiliations