Customer Relationship Management (CRM) Processesfrom Theory to Practice: The Pre-implementation Plan ofCRM System

Abstract

Abstract-Customer relationship management (CRM) has the potential for achieving success and growth for organizations in the nowadays environment of extensive competition and rapid technological development. CRM enables organizations to know their customers better and to build sustainable relationships with them. However, CRM is considered as buzzword and it is not understood well. The main components of CRM are people, technology, and processes. This paper provides an extensive review of the literature regarding the CRM processes. This review aims to increase the understanding of the different perspectives and the various types and levels of CRM processes. This paper reveals that there are four major perspectives of CRM processes which are customer facing level processes, customer oriented processes, cross functional CRM processes, and CRM macro-level processes. This paper recommends that for ensuring the successful adoption and implementation of any CRM initiative, organization should understand the different levels of CRM process and the integrated activities among the CRM processes at each level. In addition, for organizations to be successful adopters and implementers of CRM programs/systems, they should understand the need for business process reengineering and effective anticipation and management of the change that may accompany any CRM initiative. This paper suggests a pre-implementation plan for CRM programs/systems. Such a plan aims to initiate and communicate a customer-oriented culture within the organization. This step emphasizes on increasing the understanding of CRM concept and communicating and spreading the knowledge of the promising benefits of CRM programs/systems to all parties in the organization. All that will contribute in increasing the success rate of CRM programs/systems implementation.

Exploring the Success Factors of Customer Relationship Management (CRM) Systems in the Telecommunication Sector in Saudi Arabia

“…Knowledge management was found to have a direct significant impact on successful CRM systems. Past studies have obtained similar result [9], [10], [28], [29] . Thus, a positive relationship between knowledge management and successful CRM systems means that the respondents have positive satisfied towards CRM systems in the telecommunication sector in Saudi Arabia in the future.…”

Role of Customer Relationship Management in Service Quality: Case of Mobile Service Providers in Egypt

“…By organizing and using this information, organizations can design and develop better products and services (Davenport et al, 2001;Nambisan 2002). Rababah et al (2011) demonstrated that there are four major perspectives of CRM processes, which are customer facing level processes, customer oriented processes, cross-functional CRM processes, and CRM macro-level processes. Results suggest a pre-implementation plan for CRM programs/systems.…”

Mengukur Kesiapan Implementasi Customer Relationship Management (CRM) Model Application Service Provider (ASP) pada Usaha Mikro Kecil Menengah (UMKM) di Indonesia

“…Dalam sebuah argumen mengatakan bahwa masalah teknik bukan masalah kegagalan dalam implementasi CRM (Finnegan & Willcocks, 2007). Tetapi masalah yang meliputi perubahan dan gangguan pada organisasi, perbedaan cara pandang terhadap informasi pelanggan dan perubahan di dalam bisnis, bahkan ketidaksesuaian teknologi yang digunakan (Finnegan & Willcocks, 2006 (Fazlzadeh, Tabrizi, & Mahboobi, 2011), CRM menjadi sangat penting ketika perusahaan berubah orientasi terhadap pola pemasaran mereka, dimana CRM sendiri digunakan untuk menciptakan, meningkatkan, mempertahankan pelanggan (Rababah, Mohd, & Ibrahim, 2011). CRM dibangun di atas prinsip-prinsip hubungan pemasaran dan pelanggan yang merupakan aset bisnis, dimana implementasi CRM sendiri dapat didefinisikan sebagi sebuah struktur dan strategi bisnis, proses dan teknologi yang saling berhubungan (Erdil & Öztürk, 2016).…”