Cross-functional issues in the implementation of relationship marketing through customer relationship management

Abstract

There is a major change in the way companies organise themselves as firms switch
\nfrom product-based to customer-based structures. A key driver of this change is
\nthe advent of Customer Relationship Management which, underpinned by information
\nsystems convergence and the development of supporting software, promises to
\nsignificantly improve the implementation of Relationship Marketing principles.
\nIn this paper we explore the three main issues that can enable (or hinder) the
\ndevelopment of Customer Relationship Management in the service sector; the
\norganisational issues of culture and communication, management metrics and
\ncross-functional integration — especially between marketing and information
\ntechnolog