Managing customer relationships: a comprehensive literature review and future directions

Abstract

Customer relationship management (CRM) can be seen as a scientific decision-making system, incorporating methodologies, software and internet capabilities that enable organisations to focus on customer needs and further manage customer relationships in a systematic and holistic way. However, the understanding of the CRM concept is still incomplete and growing. As an emergent field, CRM requires more time and study to clarify all its facets. The purpose of this paper is to enlighten some practical aspects of CRM implementation, by critically reviewing the related literature. Consideration is given to the key phases of CRM implementation process, the three options for a CRM solution, the CRM project evaluation, the critical success factors for CRM implementation and the CRM perceived benefits. Some future directions are also highlighted as regards CRM implementation.