The Customer Relationship Management (CRM) should be seen as a business strategy, which integrates a comprehensive set of services, with the aim of creating value for the organization and the customers. For the successful implementation of CRM, a well-defined process is required, clearly identifying the activities to be performed and the expected results. The purpose of this article is the review and discussion of several alternative processes for the implementation of CRM systems, which were compiled through a systematization of the relevant literature. A unified model of activities is also presented. The study of the processes presented in this article enables a comprehensive understanding of the activities to be considered when implementing CRM, thus contributing to both theory and practice.
Duque, Jorge; Varajão, João; and Filipe, Vítor, "Processos de Implementação de Sistemas CRM - Modelo Unificado" (2020). ISLA 2020 Proceedings. 2.
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