CRM implementations and the changing effect of the Internet offer abundant
research opportunities. The identification of some implementation issues in this
study raises several important research questions. In particular, what are the
roles of suppliers and supply chain partners in CRM? How does e-CRM
strategies affect brick and mortar companies? What business processes,
integration challenges, and organization structures are common throughout
successful CRM implementations? Research in these areas will contribute to
building thriving customer relationships and long-term corporate survival.
Years of academically researched topics of relationship marketing and
customer retention are now practical and cost-effective to implement due to
emerging technology. It is time to put academic theories to practice