Results of CRM adoption in large companies in Portugal

By Varajão, J.; Cruz-Cunha, M.M.; Santana, D.

Studies in Computational Intelligence

2013

Abstract

When a company implements a Customer Relationship Management system, there are several results that can be obtained as, for instance, the improvement of the information quality or the improvement of the customers’ services. This paper presents the findings of a study undertaken among a sample of Portuguese large enterprises, identifying and discussing the main results of the adoption of CRM systems. The findings of this study help the academe and professional community to better understand the CRM adoption in large companies.

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