2.5 CRM Implementation Strategy
Using information technology as an enabler, CRM strategy leverages key functional areas to maximize profitability of customer interaction (Chen & Popovich, 2003). It has been recognized that technological advancement and innovation, keen competitive marketing environment, coupled with the internet are the main drivers that promote one-to-one initiative. Even more promising are developments in the internet where sophisticated software allows marketers to address individuals by name and respond to enquiries with customer tailored solutions. Through CRM firms are able to understand the drivers of present and future customerprofitability which makes it possible to appropriately and proportionately allocate the firm’s resources to all functional areas that affect customer relationship (Chou et al, 2003).