Verizon must never stop investing on CRM since it is one of the tools that can help it gain competitive advantage (Suresh,2002)
Recommendation
As noted by Iriana and Buttle (2006) organizational culture is a crucial factor in the enabling or disabling of the various desirable outcome of CRM. It is therefore important that all the other related issues like the commitment of senior management as well as the willingness of the other employees in supporting the initiative come into play. Al organizations must have a customer focused behavior. VP Blue and VP Green being part of the senior management team must be tolerant of each other opinion. They must also let the customer response be the determining factor on te fate of every CRM function. Further more, it has been noted that the factor that are important for the success of a given CRM system are information sharing, supportive relationships, innovations adaptive and responsive attitudes as well as a high degree of risk taking (Iriana and Buttle (2006). The senior management must therefore collaborate towards the achievement of a common goal. As Marchand (2011) puts it, one should focus on the customers, not the technology.
References
& Buttle F. (2006) "Customer Relationship Management (CRM) system implementations," International Journal of knowledge, Culture and Change Management, 6 (2), pp.137-147
Lawson-Body, A. And Limayem, M. (2004) "The Impact of Customer Relationship Management on Customer Loyalty: The Moderating Role of Web Site characteristics," Journal of Computer Mediated Communication, Vol.9, No.4, July 2004.
Marchand, Don. Customer Relationship Management Challenging the Myth: Focus on people, not the technology. Perspectives for Managers. Lausanne: Feb 2006., Iss. 131; pg. 1, 4 pages Available in ProQuest on June 4, 2011
http://proquest.umi.com/pqdweb?did=1024161651&sid=13&;Fmt=4&clientId=29440&RQT=309&VName=PQD
Seidenberg, I (2009).Customer Satisfaction Is the Most Important Thing. Vital Speeches of the Day, Jun2009, Vol. 75 Issue 6, p270-274
Suresh, H (2002)."Customer Relationship management." An opportunity for competitive advantage. PSG Institute of Management
