The Organizational Impact of CRM in Service Companies with a Highly Advance Technology Profile
The paper analyses the organizational implications of an advance CRM strategy adopted by customer-oriented service companies in the credit card issuing sector characterized by high investments in very advance technological infrastructure. The study is based on a multiple case analysis. The research model is focused on the evaluation of the organizational impacts of the achievement of CRM strategy objectives of personalization of service delivery without losing the economic advantages linked to the cost savings generated by large scale service productions. The results of the research show the wide organizational impacts produced searching the alignment among an advance CRM strategy, the most efficient and effective use of a very advance technology infrastructure and the organizational design choices concerning the division of labour, the customers contact operators’ level of specialization and professionalism and the characteristics of some units of the organizational structure.
KeywordsCustomer Relationship Management Mass Customization Service Company Sustainable Competitive Advantage Organizational Impact
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