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The study explores organisational management issues in CRM and assesses how an organisation s members perceive CRM. The research is based on a survey of 27 sales and service personnel within a major computer and IT services provider. The study provides insight into the evolution of CRM systems, the processes involved such as the input activity, value creation and performance measurement. The research highlights the implications for marketing theory and practice and also makes research recommendations for the future. The research involved in-depth exploration of the complex processes involved, attitudes and behaviours. This encompassed in-depth personal interviews with sales managers, sales people and other managers in related posts within the supply firm. The qualitative data provided an insight into the company s experience with the CRM system. Followed by a quantitative survey using a questionnaire to gain understanding of customers and get their perspective.
About the author
Pravin Balaraman is a lecturer of International Business Management and Marketing at University of West of Scotland. He is member of the editorial board of the Journal of Marketing and Operation Management Research. Previously was an advocate operating within a busy legal practice. Pravin holds a PhD, MBA, MA and BL (Hons).
