A case of managing customer relationship management systems: Empirical insights and lessons learned

A review of the existing customer relationship management (CRM) systems was presented. A case study analysis including a description of the identified themes and the case concluded with a discussion of the findings and lessons learnt. The review revealed that organizations implemented CRM strategies to retain their customers and to expand their base through a useful lifespan. It was revealed that CRM was an enabling technology for organizations to ensure closer relationships with their customers. An integrated information system (IS) needed to be implemented to provide relevant, real-time, and accurate data to the organizations. The review also revealed that analytical tools, such as 'slice and dice' methods and neural networks had the potential to be applied to reveal consumer patterns, levels of customer profitability, and other intrinsic information providing better services to the customers.