In the recent years, customer relationship management (CRM) has being depictured by the software vendors as a cure-alls for the enterprises which wish to acquire, maintain efficiently customer share and at last to gain more profit in globalized market with fierce competition. However, the currently popular CRM marketing practice often produces disappointing outcomes. The more popular this marketing practice gets, the more people who realize that the current CRM practice hardly manages customer relationship. Through analyzing the costs-benefits, ROI and TCO of CRM implementation, this article tries to find out a correct way to accomplish successfully CRM implementation, discuss the success factor and failure barrier of CRM projects for successful complementation of CRM.
Hou, Lun and Tang, Xiaowo, "Analysis of Costs, Benefits and ROI of CRM Implementation" (2004). ICEB 2004 Proceedings (Beijing, China). 43.