CRM implementation: Critical success factors

Carlos Pissara, Jorge Vareda Gomes, Mário Batista Romão

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    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.

    Original languageEnglish
    Title of host publicationManagement and Marketing for Improved Retail Competitiveness and Performance
    PublisherIGI Global
    Pages67-92
    Number of pages26
    ISBN (Electronic)9781668485767
    ISBN (Print)9781668485743
    DOIs
    Publication statusPublished - 28 Jul 2023

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