Il CRM nelle imprese italiane: uno studio empirico

The article presents the results of an exploratory research carried out in Italy with the aim to investigate what is the state of art about CRM investments in Italy. This research provides interesting cues for firms since CRM represents nowadays the mainstream approach to manage relationships with customers. As a matter of fact, changes in the business environment make the acquisition, development and retention of the customers a major issue to gain and sustain competitive advantage. The paper underlines the distinction between two different visions of CRM: the strategic vision and the tactical one. Empirical research shows that Italian firms tend to consider CRM more as a strategic approach rather than a set of technologies that let firms obtain and exploit customer knowledge. At the same time, CRM is in the phase of introduction as many Italian firms have been investing only for few years