Critical Success Factors for a Customer Relationship Management Strategy

Abstract

Most organizations have perceived the customer relationship management (CRM) concept as a technological solution for problems in individual areas, accompanied by a great deal of uncoordinated initiatives. Nevertheless, CRM must be conceived as a strategy, due to its human, technological, and processes implications, at the time an organization decides to implement it. On this basis, the main goal stated in this research is to propose, justify, and validate a model based on critical success factors (CSFs) that will constitute a guide for companies in the implementation and diagnosis of a CRM strategy. The model is conformed by a set of 13 CSFs with their 55 corresponding metrics, which will serve as a guide for organizations wishing to apply this type of strategy. These factors cover the three key aspects of every CRM strategy (human factor, processes, and technology); giving a global focus and propitiating success in the implementation of a CRM strategy. These CSFs – and their metrics – were evaluated by a group of internationally experts allowing determining guidelines for a CRM implementation as well as the probable causes of the deWciencies in past projects.

DOI: 10.5901/mjss.2013.v4n10p753