This paper presents a research model about the alignment between CRM Strategy and technological deployment (or IT strategy) and its impact on the organizational performance. Three forms of CRM have been identified: Operational CRM (day-to-day customer operations), Analytical CRM (customer data analysis) and Strategic CRM (customer centric business strategy). The paper is built on three foundations. First, it is hypothesized that each form of CRM adopted by the firm positively affects the organizational performance. The second claims that there is a different type of technological deployment for each form of CRM. And the last presumes that for each form of CRM, the more adapted the technological deployment, the better the organizational performance.
Aurelie, Durand and Laïd, Bouzidi, "The Alignment Between Customer Relationship Management and IT Strategy: A Proposed Research Model" (2008). SAIS 2008 Proceedings. 30.