The paper investigates the drivers of CRM success with a formal model, in order to overcome the lack of an analytic framework to define success criteria and metrics at the beginning of the project, as well as routines and processes for performance measurement.
Failure and success of crm strastegies. An empirical examination of antecedents and consequences.
VALDANI, ENRICO;
2007
Abstract
The paper investigates the drivers of CRM success with a formal model, in order to overcome the lack of an analytic framework to define success criteria and metrics at the beginning of the project, as well as routines and processes for performance measurement.
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