Influential barriers of customer relationship management implementation

Abstract

Customer relationship management has become very popular among organizations and firms, hence many organizations implement customer relationship management to compete and promote their businesses. While implementing CRM, there are barriers that should be determined. This research explores the current barriers of customer relationship management implementation in the automobile industry of Iran. To do this, automobile manufacturers are investigated. The automobile industry has been chosen since it is a strategic and crucial industry in Iran and the investigated companies plan to penetrate in the international markets. The researcher has conducted several in-depth interviews and observations. The respondents were managers and non-managers. The findings show the studied companies have experienced or are experiencing some difficulties, issues, and barriers to implement CRM effectively and efficiently. This research has revealed the barriers of CRM implementation, so knowing and recognizing them will lead to removing them, consequently achieving the desirable results of the project will be attainable.