University of Liverpool

How successful is the current customer relationship management (CRM) practice in meeting the expectations from the relationship marketing and managerial prospective? What is the antecedence and practice for successful CRM to fulfil these expectations?

The reason why this topic is selected as the dissertation topic is that my experience on cross-selling and retention with CRM is not the best use for CRM. The integration of different business unit and potential synergy is much more attractive and it helps both retention of customers, improving business process and operation efficient. However the process of transformation is hard to achieve and failure is not uncommon, thus this has been the central of research. I would like to investigate, summarize and explore the way to best use CRM.