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McCalla Rachel, Ezingeard Jean-Noël, Money Kevin. “A Behavioural Approach to CRM Systems Evaluation”. Henley Management College. Fri. 12 Mar. 2010. Article: A Behavioural Approach to CRM Systems Evaluation. By: Rachel McCalla, Jean-Noël Ezingeard and Kevin Money. This article defends the idea that in order for a customer relationship management information system to be implemented successfully, various behavioural levels within and outside the organization have to evaluated. It explains that the reason majority of business fail after implementing a CRM IS is because of the lack of analysis before action is taken. The authors emphasize: to “successfully implement CRM IS, CRM IS must assist the employee at the beginning of the service provision cycle in delivering value to the customer”. In latter sections of the article, the authors use some business, individual and theoretical trajectories perspectives to justify their argument, using two theoretical concepts: technological acceptance and emotional expression they I issues like communication dynamics to be a cause of unsuccessful CRM IS implementation.