Despite the benefits offered by the integration of customer relationship management (CRM) strategy
with advanced technology, many companies still fail to see competitive advantage results promised by
CRM. This case study provides a platform for student analysis and discussion in this area.
This case study is presented in two parts. The first part describes the unsuccessful implementation of
an integrated CRM system within a midsize financial firm based in the US; the second part provides
an overview of CRM development in Russia of two telecommunication companies. Suggested questions
for discussion are presented. Appendix A provides an overview of CRM that can be employed at the
option of an instructor to transition between a specific curriculum and the case. Teaching notes
(including example responses for each discussion question) are available by contacting the
corresponding author.