Selecting a CRM solution : choosing between systems and vendors / Luis Matosas-López.

Format:

Book

Author/Creator:

Matosas-López, Luis, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Customer relations--Management--Case studies.

Customer relations.

Marketing--Decision making--Case studies.

Marketing.

Business planning--Case studies.

Business planning.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Far from being static, customer relationship management (CRM) solutions continue to grow. The digitalization of many companies, along with the awareness of the importance of collecting and using data to make decisions, has increased the demand for this type of software. However, the implementation of a CRM system involves not only a change in the company's strategy, but also important challenges at the operational level (including deciding on the type of CRM, the necessary modules and functionalities, and even selecting the software vendor). This case invites students to put themselves in the situation of a fictional wine company that is deciding which CRM software to implement to optimize the execution of the processes designed as part of its CRM strategy.

Notes:

Description based on XML content.

ISBN:

1-0719-4477-0

9781071944776

OCLC:

1417357934