The last decade has seen the emergence of customer relationship management (CRM) as a technique to underpin organisational performance improvement in improving customer retention, customer satisfaction and customer value. However, evidence suggests that many CRM initiatives fail to achieve desired results. So far, however, empirical research is scarce. The study is therefore an exploratory investigation into the CRM implementation based on a holistic view. This includes: a comprehensive scrutiny of the relevant literature; a comprehensive analysis of case studies of CRM implementations in 81 organisations . presented in the literature, in order to arrive at the most critical factors of CRM implementation and their degree of criticality; exploratory global survey of 85 organisations in 18 countries that have already implemented or are in the process of implementing CRM; finally in-depth studies of five leading organisations to understand how CRM implementation processes and the critical factors identified are being addressed in the real world. The study identifies 15 critical factors that must be carefully considered in the CRM implementation to achieve a successful project. Six dominant factors: developing a customer-centric strategy, executive sponsorship, organisational change, communication, project planning and management and business justification stood out as the most effective. Based on the major empirical findings, the study proposes a generic holistic model for effective CRM implementation which contains essential elements that contribute to project success.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:493309 |
| Date | January 2006 |
| Creators | Al-Ajlam, Mohammed A. |
| Publisher | University of Bradford |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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