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Showing posts with the label Kumar

Developing CRM Systems on a Global Scale

The world is abuzz with products and services from nearly every corner of the globe. High saturation requires changing Customer Relation Management (CRM) techniques from a product-centered to a customer-centered approach. Fundamentally, organizations attempt to develop strong relationships with customers in order to maintain a level of connection to customers and product identity to foster future sales. Research by Kumar, et. al (2011), helps to show how CRM systems are copied and adopted in North American, Asia, and Europe. CRM systems have acquired a mixed bag in their effort to move from local to global in their customer development. A majority of those who attempt to make this move often fail and have to find alternative approaches to establishing CRM related relationships. Despite its difficulty companies realize that it is a worthwhile pursuit in order to gain a sense of understanding and data feedback about customers.  Large distribution systems that span multiple co