Journal of Business & Economic Policy

The Implementation of Relationship Marketing and CRM: How to Become a Customer-Focused Organization
Feng Bai, Yafeng Qin

Abstract
Implementing Customer Relationship Management (CRM) system is a complex and difficult task, involving the whole organization changes. In order to achieve sustainable competitive advantage against competitors, more and more companies begin to implement CRM. However, many of them do not achieve expected performance or fail eventually. The purpose of this study is to explore what Critical Success Factors (CSFs) affect the success of CRM implementation and how to integrate these CSFs to support the implementation effectively. Another discussion is that for different companies, those critical success factors may play different role during the process of implementation. Therefore, for individual companies, those CSFs should be considered differently.

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