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Implementing CRM: From Technology to Knowledge

ISBN: 978-0-470-98540-3
342 pages
July 2011, ©2007
Implementing CRM: From Technology to Knowledge (0470985402) cover image


Customer Relationship Management (CRM) includes the methodologies, technology and capabilities that help an enterprise manage customer relationships. The general purpose of CRM is to enable organizations to better manage their customers through the introduction of reliable systems, processes and procedures. Implementing CRM will link CRM systems implementation with organizational change for the first time. It focuses on the implementation of CRM and uncovers the micro political, behavioral, psychological and knowledge issues that are all too often neglected in CRM implementations.
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Table of Contents

About The Authors.

Series Preface.


Chapter 1 Introduction and CRM Overview.

Chapter 2 -  Positioning CRM As IT-Enabled Business Change.

Chapter 3 - Implementing CRM: The Neglected Roles of Culture, Knowledge and Psychological Contracts.

Chapter  4 –  Tools For Investigation: Pilot Study, Methods and Frameworks.

Chapter 5 – CRM Implementation Case: A UK City Council (UKCC).

Chapter 6 – CRM Implementation Case: An International Enterprise (IE).

Chapter 7 Cross-Case and Cross-Sector Comparisons: What Can We Learn?

Chapter 8 – Conclusion: CRM Developments.


Appendix  – A Note On Research Methodology.


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Author Information

David Finnegan, MBA, PhD, has twelve years senior management experience and is a CRM and Systems Integration Specialist. He works internationally as an integration consultant and trainer, while developing postgraduate academic programmes for several universities in the UK and USA. He is also presently working as an Assistant Professor at Warwick Business School. He has worked in a range of roles, including with the Swedish Home Office, and has over 10 years experience in leadership training, system integration, business analyses and business process re-engineering in B2B and B2C environments.

Leslie P. Willcocks, BA, MA, PhD, has an international reputation for his work on outsourcing, information systems, IT strategies, evaluation and organizational change. He is Professor in Technology, Work and Globalization at London School of Economics and Visiting Professor at the Universities of Erasmus and Melbourne.  He has co-authored 28 books and published over 150 papers in journals ranging from Harvard Business Review and Sloan Management Review to MIS Quarterly and Journal of Management Studies. He is a regular keynote speaker and retained as adviser and educator by corporations worldwide.

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New to This Edition

  • The only textbook to tackle the link between the implementation of CRM through IT and organizational change.
  • Describes the micro-processes that occur on a daily basis in a company.

  • Explores problem solving, communication between employees, inter-departmental conflicts and single customer relationships.

  • Provides frameworks and ideas on how implementing CRM can be better handled.

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"...Unternehmen, die mit ihrem Customer-Relationship-Management-System nicht zufrieden sind, finden in diesem Buch viele Anregungen für Verbesserungen." (Managementkompass, Broschüre mit dem Titel: Wachstumstreiber Technologie, 2008)
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