House Builders

Larger companies have for some years used customer relationship management (CRM) systems as part of a strategy aimed at increasing turnover and market share, but the benefits of these systems for small businesses have often been viewed with skepticism. With more limited financial and human resources, the successful acquisition and implementation of systems of this scale can be problematic for small companies; yet the potential benefits are nevertheless attractive to companies that are often continually striving to increase market share and profitability, whilst retaining a firm control on revenue costs and capital expenditure. This chapter examines two case studies where the introduction of a new CRM system was the main component of a company-wide systems upgrade or replacement. The two case studies examine the issues that have produced different degrees of success at these companies, which not only implemented new systems but also addressed the required upskilling of staff and re-engineering of core business processes.