Abstract: (909 Views)
The management philosophy, namely, Customer relationship management (CRM) has been widely accepted and
successfully applied across a range of sectors. However, there has been very little research efforts in the field of CRM in the
construction industry. This paper provides a review of the CRM philosophy and technology, and considers the implications
benefits and challenges to construction organizations at a strategic business and operational level. Given the generally
unstable economic and highly competitive marketplace, implementation of CRM throughout the lifecycle of assets may provide
for more effective management of existing and prospective clients. The CRM approach would seem to be compatible with
general trends in the construction industry towards more collaborative working and the paper provides that both the
philosophy and technologies can be integrated with current initiatives such as building information modeling (BIM).
Construction clients in the public and private sector are diverse in nature, complex in their buying processes and at varying
levels of knowledge of the Industry. In addition to seeking value for money from their projects and assets, they have become
more concerned about sustainability and environmental impact. It has been recognized that management of a broader range of
business and project level stakeholders is necessary.