Potential and Issues in Implementation of CRM Systems in Fast Moving Dissertation

Potential and Issues in Implementation of CRM Systems in Fast Moving Industries - Dissertation Example ................................................7 1.2 Origin and History of CRM.................................................................................7 1.3 CRM Systems......................................................................................................8 1.4 Fast Moving Consumer Goods (FMCG) Industry................................................9 1.5 Marks and Spencer (M&S).................................................................................9 1.6 Contribution of the Thesis.................................................................................10 1.7 Structure of Thesis.............................................................................................11 2: LITERATURE REVIEW 2.1 Overview...........................................................................................................13 2.2 Customer Relationship Management (CRM)....................................................13 2.3 CRM Systems....................... ..............................................................................14 2.4 Benefits of CRM Systems...................................................................................15 2.5 Strategic Issues in Implementation of CRM Systems........................................18 2.5.1 Linking CRM and Business Strategy..................................................................18 2.5.2 Organisational Fit and Poor Visualization of Objects.................................... ................................................................19 2.5.6 Cost of CRM Systems..........................................................................................20 2.5.7 Data Captured by CRM Systems.........................................................................20 2.5.8 Support for CRM Systems...................................................................................20 2.6 Success factors for the Implementation of CRM Systems..................................21 2.6.1 Organisational Fit and Perception of CRM.........................................................22 2.6.2 Business Process Re-engineering.......................................................................22 2.6.3 Change Management.........................................................................................23 2.6.4 Integration of CRM Systems...............................................................................24 2.6.5 Data Warehousing.......................... ....................................................................24 2.6.6 Cost.....................................................................................................................25 2.7 Conclusion...........................................................................................................25 3: Research Method 3.1 Overview..................................................................................................................26 3.2 Target Industry and Participants26 3.3 Research Method.....................................................................................................27 3.4 Ethical and Professional Considerations..................................................................29 3.5