Successful practices in customer relationship management

Rainer Alt · Thomas Puschmann

88 citations0/0 files storedHawaii International Conference on System Sciences (HICSS)

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Corporate Governance and Management Customer Service Quality and Loyalty ERP Systems Implementation and Impact

Abstract

Many companies have initiated projects to improve on customer orientation and plan the implementation of customer relationship management (CRM) systems. Among the desired benefits are increased customer satisfaction and retention by providing personalized products and value added services. Although the potentials of CRM are obvious only a few successful CRM implementations are known in practice. This article describes the results of a cross-industry benchmarking project in which 120 companies participated. The results show that there is no 'unique' CRM project and that successful implementations are rarely technical projects. From the research six critical success factors for CRM projects emerged: step-wise evolution, straightforward implementation and long-term project, organizational redesign, integrated system architecture of standard components, change management, and top management support. The six successful practice companies show examples of how these critical success factors are applied.

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References

1989Benchmarking: the search for industry best practices that lead to superior performance 1984The information system as a competitive weapon 2001A Framework for Customer Relationship Management 2002Avoid the four perils of CRM.2002Customer relationship management: key components for IT success 2002Factors for Success in Customer Relationship Management (CRM) Systems 2001Customer Relationship Management: An Analysis Framework and Implementation Strategies 2002M-Commerce: Technologies, Services, and Business Models

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2009Customer Relationship Management: Implementation Process Perspective 2005Strategy, technology and organisational alignment: Key components of CRM success 2019CRM and organizational performance 2007A Case Study: CRM Adoption Success Factor Analysis and Six Sigma DMAIC Application 2016The critical success factors for customer relationship management implementation: a systematic literature review 2012

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