A social process model of user-analyst relationships
MIS Quarterly
Customer Relationship Management: A Strategic Imperative in the World of e-Business
Customer Relationship Management: A Strategic Imperative in the World of e-Business
The Dynamics of Alignment: Insights from a Punctuated Equilibrium Model
Organization Science
How do competitive environments moderate CRM value?
Decision Support Systems
A model to support IT infrastructure planning and the allocation of IT governance authority
Decision Support Systems
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Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. A CRM strategy involves the entire enterprise and is employed on an ongoing basis. Despite the fact that CRM projects incur huge expenditures, a large percentage fails to achieve the stated objectives. Failure in CRM initiatives could be avoided if a firm's CRM strategies are intelligently linked with its employees, customers, channels, and IT infrastructure. In this paper, we focus on those linkages, particularly on the linkages between an organization's CRM strategies and its IT infrastructure. Even though the relationships between IT and business strategies have been extensively explored in the IT alignment literature, prior research has not addressed how a firm's CRM strategies are aligned with its IT infrastructure. In this paper, we investigate the issues relating to CRM-IT alignment based on an in-depth case study of a large, well-known Internet travel agency.