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The Optimal Level of CRM IT Investments - An Economic Model and its Application at a Financial Services Provider

Heidemann, Julia ; Klier, Mathias ; Landherr, Andrea ; Zimmermann, Steffen



Abstract

In light of the growing relevance of customer-oriented business strategies IT investments in the field of Customer Relationship Management have increased considerably. However, firms often could not realize sufficient returns on these IT investments. One major reason for this failure seems to be the lack of appropriate approaches to determine the economic impact of such investments ex ante. ...

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