Customer Relationship Management (CRM) Processesfrom Theory to Practice: The Pre-implementation Plan ofCRM System

Khalid Ali Rababah

51 citations0/0 files storedInternational Journal of e-Education e-Business e-Management and e-Learning

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Abstract

Customer relationship management (CRM) has the potential for achieving success and growth for organizations in the nowadays environment of extensive competition and rapid technological development.CRM enables organizations to know their customers better and to build sustainable relationships with them.However, CRM is considered as buzzword and it is not understood well.The main components of CRM are people, technology, and processes.This paper provides an extensive review of the literature regarding the CRM processes.This review aims to increase the understanding of the different perspectives and the various types and levels of CRM processes.This paper reveals that there are four major perspectives of CRM processes which are customer facing level processes, customer oriented processes, cross functional CRM processes, and CRM macro-level processes.This paper recommends that for ensuring the successful adoption and implementation of any CRM initiative, organization should understand the different levels of CRM process and the integrated activities among the CRM processes at each level.In addition, for organizations to be successful adopters and implementers of CRM programs/systems, they should understand the need for business process reengineering and effective anticipation and management of the change that may accompany any CRM initiative.This paper suggests a pre-implementation plan for CRM programs/systems.Such a plan aims to initiate and communicate a customer-oriented culture within the organization.This step emphasizes on increasing the understanding of CRM concept and communicating and spreading the knowledge of the promising benefits of CRM programs/systems to all parties in the organization.All that will contribute in increasing the success rate of CRM programs/systems implementation.

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References

2005A Strategic Framework for Customer Relationship Management 2004The Customer Relationship Management Process: Its Measurement and Impact on Performance 2003Understanding customer relationship management (CRM)2004An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon 1999Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing 2001Cross-functional issues in the implementation of relationship marketing through customer relationship management 2006Customer Relationship Management: from Strategy to Implementation 2003Critical Success Factors of CRM Technological Initiatives

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