Abstract : This paper discusses Customer Relationship Management in two sharply contrasting business cultures: the United States and Russia. Included in the present work is a case study of a midsized American financial services firm that illustrates a common path to the decision to have a CRM system: the planning, selection, and the implementation of the CRM program, including a discussion of the likelihood of success. The clients in this case are Financial Advisors, who in turn sell the investment products to the end user individual investors.
Introduction: While Relationship Marketing in America dates to 1983 (Berry), Customer Relationship Management as a business strategy in a customer-centric rather than a product-centric environment dates to the 90s, with a joint project between IBM and Siebel. Customer Relationship Management programs are the necessary by-product of Customer Relation Management as a business plan. Many organizations, with sales divisions that rely on repeat business and with an eye on revenue growth and increasing returns to shareholders, are undergoing a revolutionary metamorphosis from product-centric to customer-centric sales focus.