CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS AND MOBILE DEVICES A Surevy of Customer Relationship Management Projects in German-speaking Europe

摘要

This paper focuses on the implementation of IT applications for Customer Relationship Management (CRM) using mobile devices. In literature we can find evidence about a high number of failed CRM implementation projects. A CRM implementation project in this paper is defined as an implementation of a CRM system together with mobile devices. However concerning CRM projects in combination with the implementation of mobile devices for field staff in sales and services there haven't yet been many results published. This article summarises challenges, success factors and achieved objectives of CRM implementation projects. The basis of the research was a telephone survey of 102 respondents in Germans-peaking Europe.