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