Abstract

The Customer Relationship Management (CRM) strategy seems very attractive because it provides greats benefits to the organizations when well implemented. Particularly, CRM software solutions have been adopted to make viable this strategy and increase business performance. However, in the last decade most of these implementations have failed and a lot of corporations expressed dissatisfaction with the low returns of their investment. This work in progress proposes research in order to further understand and improve this situation. Our goal is to provide wide analysis and empirical evidence related to the critical success factors in the implementation of CRM software solutions. The investigation intends to draw conclusions and make recommendations to CRM industry agents--CRM software vendors and their implementation partners, consultants, and CRM customer companies--adjust their strategies and obtain better results in selling, implementing and using this CRM technology.

The work is based in the technological perspective of CRM, formed by the CRM technological solutions developed and sold to support the CRM strategy. The implementation of this CRM technology is a key process in the general CRM adoption process and we consider this explicitly. So our study model proposes an empirical analysis embracing 4 principal topics:

The relationship between success of the implementation process and success of the CRM technology results.

How the degree of cultural orientation of the recipient company affects the success of the CRM technology results and implementation process,

How the gaps in CRM technology and in CRM information process of the receiver company affects the success of the CRM technology results and implementation process,

How the implementation partner’s service quality affects the success of the CRM technology results and implementation process

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