CRM system implementation and firm performance: the role of consultant facilitation and user involvement

Purpose The current research aims to answer the following question: To what extent and under what conditions does hiring consultants to implement a customer relationship management (CRM) system produce performance gains for companies? To answer this question, this research delves into the critical interdependent roles of CRM consultant resources (CR) and user involvement (UI) in overcoming CRM’s technological and organizational implementation challenges. Design/methodology/approach A quantitative field study methodology was used to empirically test the research hypotheses. Cross-sectional data (N = 126) were collected from large client companies using CRM technology. Partial least squares-structural equation modeling was used to estimate the significance levels of the structural model. Findings The findings indicate that the extent to which CRM consultants improve CRM system quality (SQ) and, ultimately, firm performance, largely depends on UI, which acts as the key facilitating mechanism to cope with application complexity (APP) and requirements uncertainty (REQ). Originality/value This research probes into the largely unexplored interactions between CRM CR, UI, APP and REQ. Using these parameters, this model successfully predicts CRM SQ and firm performance.

Automation of Marketing Processes and the Discovery of Knowledge for CRM

The general perspective of the chapter is focused on discovering marketing knowledge based on Customer Relationship Management (CRM) systems. The question is: “How to do automate processes in the implemented CRM system to discover the knowledge that is useful for marketing?” It is a natural question because the stored data creates a large volume and it is difficult to set up a marketing with hands. This chapter focuses on finding the necessary product specifications to automate the marketing needs this CRM system must offer to be optimal in today's modern global society. The existing controversy is between IT for everyday use, real IT capabilities, human skills, and knowledge to support more complex implemented processes. Emphasis is placed on automation and intelligence. The analysis shows that CRM systems are interested in managing customer relationships in the form of a single agent or process to perform the necessary actions using implemented algorithms that utilize various intelligence, statistical methods, multi-criteria decision-making, and automated learning predictions.

Benefits and Challenges of SAAS CRM Over On-Premise CRM: A Review

No matter whatever that you may sell, managing your customers is important for the success of your business. This is where exactly choosing a CRM (Customer Relationship Management) comes into play. Choosing the best CRM system for your organization requires identifying your objectives and determining the main customer management problems that you need to resolve by adopting a CRM for your businesses. When looking for CRM (Customer Relationship Management) or ERP (Enterprise Resource Planning) software, you will find that there are different ways of implementation, including onpremise and SaaS aka software as a service. Both types can help take your business to new heights, but it is up to you to decide which type works best for you. So in this paper we are going to compare on-premise and SaaS CRM and will also look at the challenges faced by SaaS CRM. Keywords: CRM, On-Premise, SaaS, Cloud Computing, Cloud Services.

Service as an innovation

Service innovations make life of customers easier during or after use of company’s products or services. They are coming in different forms. Companies create strong connections with their customers by offering different helps, consultations or new experience. Service innovations make customers’ experiences stronger and strengthen their gratitude. This chapter provides two case studies. The first case study is the famous company Whirlpool, which made service innovation by implementing CRM system. This enabled stronger straight relationship with their final customers and expansion of incomes. The second case study is an innovative way of selling old antiquarian books in the Czech company Knihobot. This innovation enables fast preparation of books for selling and introduces automation into a new area.

Minimising Risk—The Application of Kotter’s Change Management Model on Customer Relationship Management Systems: A Case Study

Implementing a Customer Relationship Management (CRM) system requires significant consideration with respect to change management and the associated business risks. This paper describes how to best achieve the change goal and minimize these risks. The research question under investigation is: “How can Kotter’s change management model be used effectively to enhance the value and utilisation of a CRM system”. Kotter’s eight-stage change model is the adopted change model used by the organisation under study. As business intelligence (BI) is a growing field within industry and academia alike, limited substantive research has been done regarding how to manage the change process itself within a BI project. Often research either focuses on the technical development (e.g., agile methodology) or the change process from a holistic perspective. However, both are needed to effectively manage the risk of failure. The research design for this study was that of a single organisation case study. The research questions were addressed by using a deductive research style. To allow for multiple perspectives and triangulation of the data, a mixed-methods approach (Quant + QUAL) was used. Outcomes of the research showed that whilst there was some success in the implementation of Kotter’s change model, it could have been significantly improved if the competencies identified in this research were considered and incorporated prior and during the change journey. Building on Kotter’s classic work with change management, this research fills the gap by describing the pertinent competencies required in managing the change process, identifying common pitfalls and investigating the common threads between the ‘data to outcome’ process and the change management process to better mitigate the risk This paper adds value to current change literature/models by defining and describing the importance of these competencies when embarking on a change program related to BI tools and systems and how these competencies are incorporated into Kotter’s model.

Critical success factors for electronic customer relationship management success adoption: Telecommunication companies case study

A systematic literature review has been conducted on the exiting E-CRM system and found that 70% of E-CRM projects do not meet their ultimate goals. Furthermore, more than 77% of E-CRM projects do not succeed in the company's objectives. Many telecommunication companies reported that the existing E-CRM systems face severe challenges, which hinder the E-CRM system's successful adoption. This study aims to report the literature review on the Critical Success Factors for E-CRM systems and identify the rate of failure for E-CRM adoption. The systematic literature review (SLR) method has been conducted by analyzing 210 articles between 2011 to 2021 from different databases collections of research papers. The study determines E-CRM Critical Success Factors from three aspects: technology, organization, and individual factors. The three main categories were analyzed as the effects of the issue on E-CRM success in telecommunication companies. The results show that the three aspects (technology, organization, and individual factors) have a significant effect on the successful adoption of E-CRM.

Strategies for Customer Relationship Management Focused on Loyalty

This research examined the customer loyalty process through relational marketing, using Customer Relationship Management (CRM) strategies. A market study was conducted to analyze the current client management approaches. A survey of customers of the company was carried out to investigate what they perceived were important factors influencing their relationship with the organization and determining efficient communication. The study focused on the design of CRM and relational marketing strategies, in order to create tools to improve communication and interaction with the client, so as to help understand customer demands and achieve loyalty. A formal methodology was described for developing and implementing a CRM system that integrates aspects such as defining a customer strategy, re-engineering customer-oriented business processes, human resources management, the computer system, and management of change and continuous improvement. Keywords: strategy, loyalty, customer relationship management, administration, communication. Resumen La administración de la relación con el cliente es el proceso general de establecer y mantener relaciones redituables con los clientes al entregarles más valor y mayor satisfacción. El presente trabajo de investigación está enfocado en solucionar el deficiente proceso de fidelización del cliente por medio del marketing relacional. Para contribuir con el objetivo de la investigación, se realizó un estudio para analizar la gestión del cliente a través de una encuesta a los clientes actuales de la empresa ‘Ambaplass’ dedicada a la comercialización de productos de consumo masivo, ubicada en la cuidad de Ambato. El estudio se centró en torno al diseño de estrategias de comunicación con el objetivo de crear herramientas que permitan una mejor interacción con el mismo, además de conocer sus exigencias y lograr su fidelización. Los principales hallazgos de la investigación determinaron que el 63% de los encuestados son de sexo femenino, el 36% de los clientes tienen entre 26 y 35 años, el 40% de los encuestados son clientes desde hace un tiempo aproximado de 6 a 12 meses, el 46% realizan compras de 2 a 3 veces al mes, el 62% de los encuestados hacen uso de WhatsApp, en tanto que el 6% no utiliza ninguna red social, el 43% considera que la capacidad de resolución de problemas en la empresa es bueno y apenas el 41% de clientes está satisfecho con el departamento de ventas. Mediante los resultados obtenidos se puede evidenciar que existe satisfacción del cliente pero no fidelización del mismo. Palabras clave: estrategias, fidelización, administración de la relación con el cliente, comunicación.

RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND CONSUMER BUYING BEHAVIOUR(CBB) IN MOROCCAN BANKS: A QUALITATIVE STUDY

In view of the changes in the banking sector, the adoption of a customer relationship management (CRM) system is an important issue for banks. It contributes to the optimisation and management of customer portfolio, more precisely this system allows to acquire new customers and to increase the profitability of existing customers. This article aims to answer the following question: what is the relationship between CRM and the consumer buying behaviour (CBB) in Moroccan banks? The study we conducted among 21 bank branches. Also, the study provided insight into the direct and indirect relationships between the use of CRM systems and consumer buying behaviour. The respondents described each of the variables on the benefits of CRM systems as mediating factors and the variables on the attributes of consumer buying behaviour. JEL: M31, Z33 <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0875/a.php" alt="Hit counter" /></p>