The Nottingham Trent University

A study in to the role of Change Management and how it is administered by local Change Agents and perceived by End Users in a local implementation of a global CRM project.

Customer Relationship Management (CRM) is topic where literature is turning to project management and more importantly the role of Change Management in contributing to the success of CRM projects. One neglected area is the significance of this practice is at the local level in a global projects and how this is administered by local Change Agents and perceived by End Users. An interpretivist case study in to the role of Change Management in a local implementation of a global CRM project from the Change Agent and End User perspectives in a large multi-national blue chip organisation.