This paper presents a structured framework for understanding the benefits of CRM systems. The framework is comprised of a set of benefits grouped into categories with empirical indicators and example metrics. The framework provides researchers with a systematic approach for exploring CRM system benefits and provides a sound base for further empirical research. It also provides practitioners with a means of defining objectives for CRM projects during specification of the business case and for conducting post-implementation reviews.
Shanks, G., Jagielska, I., & Jayaganesh, M. (2009). A Framework for Understanding Customer Relationship Management Systems Benefits. Communications of the Association for Information Systems, 25, pp-pp. https://doi.org/10.17705/1CAIS.02526