Customer relationship management in practice: A case study of hi-tech company from China

Abstract

As more and more enterprises realize the importance of becoming customer-centric in todaypsilas competitive economy, they embrace CRM as a core business strategy. Customer relationship management (CRM), an integration of information technology and relationship marketing, provides the infrastructure that facilitates long-term relationship building with customers at an enterprise-wide level. However, not all firms have been successful in their CRM implementations. Many embody a complex implementation process, especially in developing countries like China. This paper examines the implementation of CRM at a leading hi-tech company in China, and summarizes the factors that lead to the success of CRM projects in China context based on the framework proposed in the paper. The results from the case study also suggest that people, technology, and business processes are all key enablers in CRM implementation.