The impact of customer relationship management systems in small business enterprises

Wynn, Martin G and Turner, Phillip and Banik, Amitave and Duckworth, Gary (2016) The impact of customer relationship management systems in small business enterprises. Strategic Change: Briefings in Entrepreneurial Finance, 25 (6). pp. 659-674. ISSN 1086-1718

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Abstract

Larger companies have for some years used customer relationship management systems to support increases in turnover and market share, but the benefits of these systems for small businesses has often been viewed with scepticism. With more limited financial and human resources, the successful acquisition and implementation of systems of this scale can be problematic for small companies; and yet the potential benefits are nevertheless attractive to companies that are often continually striving to increase market share and profitability, whilst retaining a firm control on revenue costs and capital expenditure. This article addresses this issue through an analysis of three case studies of small businesses where customer relationship management systems have been recently implemented and their impact monitored over a three to four year period. It discusses the key issues that have produced different degrees of success in these cases. It highlights the significance of identifying the appropriate business strategy, and then developing a coordinated and balanced approach to enhancing people skills, making process improvements across an extended supply chain, and introducing new systems functionality.

Item Type: Article
Article Type: Article
Additional Information: This is the peer reviewed version of the following article: The impact of customer relationship management systems in small businesses, which has been published in final form at http://onlinelibrary.wiley.com/journal/10.1002/ (ISSN)1099-1697. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
Subjects: T Technology > T Technology (General)
Divisions: Schools and Research Institutes > School of Computing and Technology
Research Priority Areas: Innovation, Design and Technology
Depositing User: Martin Wynn
Date Deposited: 31 Oct 2016 10:48
Last Modified: 14 Sep 2017 08:47
URI: http://eprints.glos.ac.uk/id/eprint/4133

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