SUCCESSFUL IMPLEMENTATION OF CRM AT A CREATIVE AGENCY AND ITS IMPACT ON CLIENT MANAGEMENT AND INTERNAL OPERATIONS

Abstract

An increasing number of creative and advertising agencies around the world have realized the significance of building and maintaining close relationships with clients in today‟s competitive economy. As more and more firms in Pakistan have started to recognize the importance of becoming client centric they are implementing CRM systems as a part of their business strategy. Using the right CRM has proven to increase revenue, refined the process for scoring leads, improve sales pipeline stages and improve internal work processes for agencies. The case study presents a successful implementation of a CRM system in a creative agency in Pakistan to facilitate long-term effective relationships with clients, improve internal work flow and boost information sharing culture between employees.