A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management

2013 ◽  
pp. 133-152
Author(s):  
Abbas Keramati ◽  
Mohamad Sadegh Sangari
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Assessment Tool ◽  
Relationship Management ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Valuable Insight ◽  
Critical Factors ◽  
Critical Success ◽  
Network Process

This paper suggests a novel success framework for customer relationship management (CRM) based on a conceptual implementation model to identify associated critical factors and their contribution to overall success/failure. Fuzzy analytic network process (FANP) is applied to identify the relative importance of each factor in successful implementation of each stage and the CRM initiative as a unified process. The results illustrate that CRM goals, change management, customer knowledge management, and top management support are the most critical factors for successful implementation of CRM projects within Iranian business contexts. The proposed success framework provides valuable insight into the CRM implementation process and its critical success factors (CSFs). It can be applied as a practical assessment tool that provides a pre-evaluation of the overall success of the CRM implementation project and identifies areas of weakness that negatively affect successful implementation of each stage of CRM initiative.

A Success Framework to Investigate Critical Factors Associated with Implementation of Customer Relationship Management

2011 ◽  
Vol 2 (2) ◽  
pp. 43-62 ◽  
Author(s):  
Abbas Keramati ◽  
Mohamad Sadegh Sangari
Keyword(s):  
Customer Relationship Management ◽  
Success Factors ◽  
Assessment Tool ◽  
Relationship Management ◽  
Analytic Network Process ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Valuable Insight ◽  
Management Support ◽  
Critical Factors

This paper suggests a novel success framework for customer relationship management (CRM) based on a conceptual implementation model to identify associated critical factors and their contribution to overall success/failure. Fuzzy analytic network process (FANP) is applied to identify the relative importance of each factor in successful implementation of each stage and the CRM initiative as a unified process. The results illustrate that CRM goals, change management, customer knowledge management, and top management support are the most critical factors for successful implementation of CRM projects within Iranian business contexts. The proposed success framework provides valuable insight into the CRM implementation process and its critical success factors (CSFs). It can be applied as a practical assessment tool that provides a pre-evaluation of the overall success of the CRM implementation project and identifies areas of weakness that negatively affect successful implementation of each stage of CRM initiative.

scholarly journals Critical Success Factors in Customer Relationship Management Strategy in the Local Government Authorities in Zimbabwe

2019 ◽  
Vol 11 (4) ◽  
pp. 99
Author(s):  
Douglas Chiguvi ◽  
Ruramayi Tadu ◽  
Zenzo Dube
Keyword(s):  
Local Government ◽  
Customer Relationship Management ◽  
Management Strategy ◽  
Critical Success Factors ◽  
Success Factors ◽  
Statistical Tests ◽  
Relationship Management ◽  
Customer Relationship ◽  
Research Approach ◽  
Critical Success

The aim of the study was to identify critical success factors in customer relationship management strategy success in the local government authorities in Zimbabwe. A thorough abridgment of the literature was conducted, mainly to understand the nature and structure of local government authorities in Zimbabwe as well as to identify critical success factors in CRM strategy success. A Meta-analysis methodology was employed and explanatory research approach was adopted by means of a survey strategy. 197 questionnaires have been collected from twenty-one local government authorities in Zimbabwe. The findings of the study revealed that all of the ten critical success factors are significant and positively linked to CRM strategy success. Furthermore, the statistical tests show that success and failure of CRM strategy success are highly dependent on four major critical success factors including Implementation Approach, Change Management, Metrics and Implementation Strategy. However, process design and Buy-in Approach and Adoption have low significance impact in CRM strategy success in local government authorities in Zimbabwe. The results of the data analysis led to the creation of a framework which outlines the critical success factors in CRM strategy success in local government authorities in Zimbabwe and the CRM implementation Index which need to be followed before implementing the CRM strategy. This study has clearly indicated that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders.

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