Customer Relationship Management: Formulating Strategy In Two Case Studies

The research questions are broken into a number of purposes. Generally, the study’s principal purpose is to ensure the successful CRM adoption into firms. Therefore, it is necessary to consider carefully from the very first step, formulating a CRM strategy. According to the consulting point of view, constraints are significant factors in creating a strategy. It is said that the study is expected to help firms identify the core constraints, understand and analyze them thoroughly. The next step is to categorize these findings into groups which make them clarified and reusable. Afterwards, the discovered classification will establish a grounded foundation for analyzing real-life CRM projects. The practical information is collected for two main reasons. First, it is used to prove the theoretical breakthroughs. Second, the analyzed result itself will contribute to the success of studied CRM projects. This is not only a confirmation for literature but also a practical contribution.