Publication
Journal of Change Management
Paper
Managing CRM implementation with consultants—CRM or change management?
Abstract
CRM programs are implemented to improve a company's relations with its customers. But many problems can arise during implementation—financial, technological or cultural. Most companies use consultant to help with CRM implementation, This article investigates how consultants view CRM, change management and their CRM projects. This research shows that despite awareness of the need for change management, many consultancies pay lip service to it.