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CRM Implementation: Critical Success Factors
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Author(s): Carlos Pissara (ISEG, Universidade de Lisboa, Portugal), Jorge Vareda Gomes (Universidade Lusófona, Lisboa, Portugal)and Mário Batista Romão (ISEG, Universidade de Lisboa, Portugal)
Copyright: 2023
Pages: 26
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch004
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Abstract
Customer relationship management (CRM) systems have contributed significantly to the development of the economy since the business world has moved from a transaction-based economy to an economy based on customer relations, and organizations have moved from a product-oriented philosophy to a philosophy that is customer-centric. Knowing and anticipating customer needs, current and future, is at the base of a successful business strategy. CRM tools seek to respond to this new paradigm focused on the customer. A set of critical success factors (CSF) are presented to the implementation of a CRM in a technological company, as well as a list of criteria that allows to measure the success of the implementation. The study followed a qualitative approach using the MaxQDA software. The information collected through semi-structured interviews concluded that the involvement of top management, a clear definition of objectives, an adequate change management, and the consideration of the inputs of the end users are the most critical factors for the success of a CRM system implementation.
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