This paper proposes a framework for understanding the benefits of CRM systems. Analysis of multiple case studies is used to validate and extend the framework. The framework will provide practitioners with a means of defining objectives for CRM projects and for conducting post-implementation reviews. It will also provide academics with a systematic approach to exploring CRM system benefits.
Jayaganesh, Malini; Shanks, Graeme; and Carlsson, Sven, "A Framework for Understanding Customer Relationship Management System Benefits" (2004). ACIS 2004 Proceedings. Paper 4.