Why invest in CRM programs when so many appear to fail?

The market enthusiasm generated around investment in CRM technology is in stark contrast to the nay saying by many academic and business commentators. Building on the resource-based view of the firm this study shows the human, technological and business capabilities required to effectively execute a CRM program. Further, Further, the study demonstrates that CRM programs are most valuable when directing attention towards a proactive market orientation. Lastly, the study cautions that in seeking to compete through superior service, CRM programs must first be feasible and this requires a wider understanding of the structural and behavioural limits to performance.