%0 Journal Article
%T Different views and potential pitfalls in the implementation of CRM
%A Andreas Zehetner
%A Tomislav Sudarevi£¿
%A Ljubomir Pupovac
%J International Scientific Journal of Management Information Systems
%D 2011
%I University of Novi Sad
%X There are few phenomena analysed among the expert community to such a great extent as CRM. Over the past twenty years, CRM has progressed down the road from a panacean tool that can cure all ills to the least desirable instrument used by managers, but has recently become indispensable in every company, regardless of its size or the industry it operates in. On the other hand, the response of the expert community through a large number of articles dealing with this phenomenon, i.e. the benefits of its application, preconditions required for its implementation and the failure analysis of the systems that implemented it, has contributed to a more precise comprehension. The aim of this paper is to present the possible views of CRM, and demonstrate the possible ways of CRM system implementation on a practical example of a company. The final section of this paper is dedicated to the most frequent reasons why these systems failed to produce the desired outcome.
%K CRM
%K analytical CRM
%K operative CRM
%K collaborative CRM
%U http://www.ef.uns.ac.rs/mis/archive-pdf/2011%20-%20No1/MIS2011_1_2.pdf