Executive Response: CRM is Changing Our Eras, the Information We Require, and Our Processes...

Authors

Ronald S. Swift, Teradata Division of the NCR CorporationFollow

Abstract

In this response to Goodhue, Wixom, and Watson, Ron Swift of Teradata affirms the challenges and opportunities of CRM implementations and adds that a major cause of failure of CRM implementations is the propensity of firms to avoid the important task of developing a cross-organizational intelligence environment. As a result of multiple industry analyses, he ex-plains that it is through the leveraging of cross-organizational data that organizations generate measurable value.

Recommended Citation

Swift, Ronald S. (2008) "Executive Response: CRM is Changing Our Eras, the Information We Require, and Our Processes...," MIS Quarterly Executive: Vol. 1: Iss. 2, Article 3.
Available at: https://aisel.aisnet.org/misqe/vol1/iss2/3