Goran Krpan Libri

Implementing CRM in a company presents numerous challenges, including significant time and financial investments that can be difficult to justify. Despite the promise of enhanced customer understanding and sustainable revenue growth, many systems intended to improve customer management can lead to frustration and disappointment instead. The book explores these complexities and the potential pitfalls of CRM implementation, highlighting the need for careful consideration in order to achieve desired outcomes.

The implementation of CRM causes high investment costs and therefore is a challenge for companies. However, the technology seeks to establish a better understanding of the customer and as a result to strongly increase the volume of sales. CRM not only is a software program but an orientation towards the customer. The present study is about the key success factors for implementing CRM in sales departments of B2B companies.