This paper explores the benefits of CRM-based work systems, and how these benefits are achieved, based on the content analysis of five case study organisations using CRM packaged software. Four main categories of benefits from CRM-based work systems are identified and discussed: improved customer-facing processes; improved management decisions; improved customer service; and increased business growth. These categories are contrasted to benefits frameworks developed by other researchers for ERP-based work systems. The most frequently mentioned benefits identified in this study are (a) access and capture customer information; (b) increased productivity from headcount reductions and other process efficiencies;(c) integration of processes, data and technology;(d) increased sales activities; and (e) more personalised and responsive service to customers. Though benefits (b) and (c) are similar to those for ERP systems, benefit categories (a), (d) and (e) are unique to CRM-based systems.
Freeman, Phillip and Seddon, Peter B., "Benefits from CRM Based Work Systems" (2005). ECIS 2005 Proceedings. 14.