Master of Business Administration Executive
Faculty / School
Faculty of Business Administration (FBA)
Year of Award
MBA Executive Research Project
Purpose - This paper aims to examine what customer relationship management (CRM) is? What are CRM systems? What factors are critical for the success of a CRM implementation project? And finally what are the key performance indicators (KPl)?
Design/methodology/approach - With the help of extensive review of literature studies already conducted by various authors on CRM and its implementation has helped to set the foundation of research. By applying a deductive/ implied approach, on the findings and literature review, a criteria of success for CRM system implementation and customer knowledge acquisition is developed.
Findings -CRM implementation is synonym to ‘change' both technologically as well as culturally for the way organization sees, reviews: evaluate and cherish its relationships with customers. The application of analytical CRM however remains low, as the provision of these systems is limited to a few leading software vendors, but yes the understanding and knowledge of critical success factors are important in ensuring a smooth operational CRM post implementation.
Link to Catalog Record
Gardezi, A. H. (2011). Customer relationship management in standard chartered bank Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/536
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