Thesis (PhD (Business Management))--University of Stellenbosch, 2010. / Customer Relationship Management (CRM) is not a new topic, but the advent of technology
based CRM solutions has enabled companies to deal better on an individual level and
more efficiently with their large customer base. Seeing the benefits of this competitive
advantage many companies have implemented a CRM solution but with the result that
many of them have failed to be successful. The problem is that these companies often do
not know why they were not successful and other companies will make the same mistakes
if these failures are not recognized.
There is a great deal of literature and research analysing this phenomenon but they all focus
mainly on detailed CRM issues and how they could be performed better. They do not
take into account that CRM is a complex topic and that many reasons for failure interact
with each other. Based on the need of many companies to implement CRM, the goal of this
research is to provide a CRM insight perspective and a strategy to implement CRM more
successfully.
In contrast to existing CRM research, this study investigates twenty-one reasons for CRM
failure in three knowledge areas and explains why each one could threaten the success of a
CRM implementation. The first area determines the danger of every risk based on the likelihood
of appearance and its potential to fail the complete CRM solution. The second area
identifies when these risks are most likely to appear for the first time during a CRM project
life cycle. The third area examines all relationships between the twenty-one CRM risks and
how they influence each other.
It is concluded that every CRM implementation approach will fail to be successful when
problems are only addressed once they become visible. It is not possible to solve every
CRM problem at the moment it appears. Many issues during the implementation of CRM
have to be met before they become a problem because they influence each other and lead
to barriers that could result in a complete CRM failure.
Based on this perception and the research findings, which included 106 of the top 500
companies worldwide, this study develops a CRM strategy framework including a systemic
CRM perspective for businesses.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/1475 |
| Date | 03 1900 |
| Creators | Bosse, Sebastian |
| Contributors | Loubser, Stephanus S., Smit, Eon van der M., University of Stellenbosch. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | 1783235 bytes, application/pdf |
| Rights | University of Stellenbosch |
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