Customer relationship management systems - Why many large companies do not have them?

Abstract

Today's information technologies are heavily embedded in the reality of organizations. Their role is essential not only at the level of internal processes optimization, but also the interaction between the company and its environment. In this context, the Customer Relationship Management (CRM) systems are powerful competitive tools in many different sectors of activity. Despite the undeniable importance of these systems, there are in practice, many large companies that do not use them. Supported by the results of a survey carried out in a sample of large enterprises, this paper seeks to answer to the research question "why many large companies do not have CRM systems". © 2010 Springer-Verlag.