The purpose of this study is to find the critical success factors of customer relationship management implementation in automobile industry. Semi-structured interviews were carried out to collect the needed data. The interviews were written or recorded then transcribed and analyzed by implying content analysis method. The results have reflected that all the investigated companies are implementing CRM furthermore some success factors such as training employees, top management support and the desired organizational culture have been determined that impacts the project significantly and intensely toward obtaining the desired results.

Die Implementierung von CRM in einem Unternehmen ist mit vielen Herausforderungen verbunden, da eine solche Implementierung viel Zeit erfordert und hohe Kosten verursacht. Diese Kosten sind mitunter schwer zu rechtfertigen. Jedoch verspricht man sich, durch diese Technologie ein besseres Kundenverständnis zu erlangen und somit auch seine Umsätze nachhaltig steigern zu können. Leider ist es oft der Fall, dass Systeme, die das Kundenmanagement erleichtern sollen, genau das Gegenteil bewirken und somit zu Frust und Enttäuschung führen. Die vorliegende Arbeit beschäftigt sich mit den Erfolgsschlüsselfaktoren für die Implementierung von CRM in einer Vertriebsorganisation im B2B Bereich.

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequences. Such bad behaviours, by firms and customers, have consequences for perceptions of trust and fairness, for endorsements and referrals, for repeat purchasing and loyalty, and ultimately for a firm’s profitability and RoI. The management of customer relationships is core to the success and even survival of the firm. As The Dark Side of CRM explores, this is an area fraught with difficulties, duplicitous practice and undesirable behaviours. These need acknowledging, mitigating and controlling. This book is the first of its kind to define these dark sides, exploring also how firms and policy-makers might address such behaviours and manage them successfully. With contributions from many of the leading exponents globally of CRM and understanding customers, The Dark Side of CRM is essential reading for students, researchers and practitioners interested in managing customers, relationship marketing and CRM, as well as social media and marketing strategy.