Academic journal article Journal of Global Business and Technology

The Success Factors of Crm Systems: An Explanatory Analysis

Academic journal article Journal of Global Business and Technology

The Success Factors of Crm Systems: An Explanatory Analysis

Article excerpt

INTRODUCTION

Nowadays, consumers are more aware, more mobile and more demanding. Capturing their interest is becoming difficult. It is, therefore, vital for companies to refocus their priorities around customers and maintain effective durable relationships with them. Furthermore, understanding customers' needs and providing valueadded services are factors that determine the success or the failure of organizations (King and Burguess, 2008). By making its customers loyal, the company has the chance to increase its profitability and its performance. It also has a better chance to survive in a market characterized by stiff competition. In this regard, improving and maintaining the relationship with the customer increases his loyalty, customer retention and profitability (Ko, Kim, Kim and Woo, 2008). This relationship is a strategic line of progress. The customers are the main source of companies' revenues. They can increase their chances of success by developing a customer-focused approach for all of their activities. Following the emergence of relationship marketing and the development of information technology, CRM seems to be an ideal solution for the survival and development of the company. The use of CRM data can be a source of competitive advantage especially if there is an appropriate use of these data for knowledge management to inform decision maker and to control commercial and marketing process (Stein, Smith and Lancioni, 2013; Lindman and al, 2012).

According to Firth and Lawrence (2006), CRM which is an innovation in information system has become crucial for organizations. The authors argue that more than 50% of organizations could be in the process of implementing such a system. These organizations are looking more and more to implement and ensure the CRM success. Our research attempts to examine the following question: What is the impact of human and technological factors on the success of CRM systems? This research is essentially based on the "System Information success model" of DeLone and McLean (1992, 2003) and the Roh et al. (2005) one, with the aim to provide a framework for assessing CRM's success. This research integrates both human and technological factors to explain the CRM success in the particular context of internalized call centers. This helps companies operating in these centers to raise awareness of the importance of successful CRM projects and improve the systems in place. This research uses a hypothetical-deductive approach. The survey is based on questionnaires to collect data.

CRM: DEFINITIONS, TECHNOLOGIES AND BENEFITS

CRM allows the company to refocus on its customers. This section presents definitions and CRM technologies as well as the benefits of managing customer relationships.

Definitions and technologies

Several companies and managers have a blurred vision of CRM. It is difficult to find convergent definitions of CRM in the literature. CRM can be viewed as a process, a strategy or a technology (Lefebure and Venturi, 2001; Day and Van den Bulte, 2002; Teo and al, 2006). In order to be successful, CRM projects must be considered beyond the technological aspects. CRM is a complex term that includes several organizational aspects (Mendoza and al, 2007). Chen and Popovich (2003) consider CRM as a coherent and comprehensive set of people, processes and technologies that seeks to understand the customers. This is then an integrated approach that aims to maintain and develop the relationship with the company contacts. Lefebure and Venturi (2001) apprehend CRM as follows: "The management of customer relations combines technologies and business strategies to provide customers with products and services that they expect. The management of customer relationships is the ability to identify, acquire and retain the best customers with the goal of increasing sales and profits, "(p. 4). Following a review of the literature on CRM, the last definition provided by Lefebure and Venturi (2001) concept is largely used. …

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