Identifying the relationships between key development stages and critical success factors for customer relationship management
Keywords:
CRM, critical success factors, successful CRM implementations, key development stages of CRM projectAbstract
Customer Relationship Management (CRM) becomes essential solution for organisation looking for increasing, retaining and satisfying their customers. Many organisations change their business process from being product-centric to being customer-centric. By the end of 2012, it is predicted that companies will be spending more than $13 billion on CRM packages. A survey conducted by Gartner (2012) for Chief Executive Officers (CEOs) revealed that CEOs quoted CRM as their most significant area of investment to improve their business over the next five years. However, studies have found that it is only a minority of CRM projects that achieve success. It is argued that one of the reasons for this is the inappropriate assessment of Critical Success
Factors (CSFs) during the development life cycle of CRM implementation. In a project, CSFs need to be applied in certain stages during life cycle of the project to achieve the purpose of adopting them. Therefore, the aim of this research is to determine the relationships between the identified CSFs associated with CRM implementation and the key development stages of CRM implementation, which revealed the important of these relationships for the success of the implementation. The research involves fieldwork based on one particular national context; the Kingdom of Saudi Arabia (KSA).
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