MC\'s Dissertation on CRM

The document discusses implementing a CRM strategy at a small Italian telecommunications broker. It analyzes factors affecting competitive advantage in customer management. The case study company lacked a customer-focused strategy and had islands of automated processes. By mapping customer information needs, reorganizing data, developing sales force automation tools, and gradually involving employees, the company was able to boost sales, increase call volumes, and better manage customer accounts through CRM. However, the document notes that full organizational embrace is needed for CRM success.