Emirati Journal of Business, Economics, & Social Studies

Browse Journals

Articles

Vol. 1 No. 2 (2022): Emirati Journal of Business, Economics, & Social Studies

Key Success Factors For Customer Relationship Management (CRM) Projects Within SMEs

  • Abdul Hamid
  • Amal Alshehhia
  • Adil Abdullah
  • Elsir Mohamed
Submitted
October 23, 2023
Published
2022-11-15

Abstract

Customer Relationship Management (CRM) has emerged as a must-have capability for the modern firm irrespective of size and sector. The importance of CRM can be attributed to the need for today’s businesses to be customer-centric or customer-focused. As a business strategy, CRM seeks to develop and improve relationships with targeted customers to optimize customer value, competitiveness, and corporate profitability. While CRM has a truly strong business case, approximately 70% of CRM implementation projects do not create the intended business value. With this in mind, this work has reviewed relevant literature and explored 8 CSFs that can guide SMEs wishing to successfully implement CRM projects. The 8 CSFs cover the people, technologies, and processes – the core elements of a CRM strategy. In particular, the 8 CSFs include senior leadership sponsorship, customer-oriented CRM strategy, effective change management, customer data quality and availability, human resource management, the right CRM technology, CRM implementation methodology, and systems integration. Future studies may consider ranking the significance of the 8 CSFs based on the findings of an empirical research. 

References

  1. AlQershi, N., Mokhtar, S., & Abas, Z. (2020). Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital. Journal of Open Innovation: Technology, Market, and Complexity, 6(155), 1-18.
  2. Beldi, A., Cheffi, W., & Dey, P. (2010). Managing Customer Relationship Management Projects: The Case of a Large French Telecommunications Company. International Journal of Project Management, 28(2010), 339-351.
  3. Buttle, F., & Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies. Routledge.
  4. Esmaeilpour, M., & Dashti, F. R. (2013). Identifying and Ranking the Factors Affecting Electronic Customer Relationship Management Infrastructure in Small and Medium Enterprises. International SAMANM Journal of Marketing and Management, 1(3), 1–21.
  5. Farhan, M. S., Abed, A. H., & Ellatif, M. (2018). A Systematic Review for the Determination and Classification of the CRM Critical Success Factors Supporting with their Metrics. Future Computing and Informatics Journal, 3(2), 398-416.
  6. Garcia, I., Pacheco, C., & Martinez, A. (2012). Identifying Critical Success Factors for Adopting CRM in Small: A Framework for Small and Medium Enterprises. In 2012 Software Engineering Research, Management and Applications (pp. 1-15). Springer, Berlin, Heidelberg.
  7. Kamalian, A., Ya'ghoubi, N., & Baharvand, F. (2013). Providing a Model for Successful Implementation of Customer Relationship Management. International Journal of Academic Research in Business and Social Sciences, 3(5), 167-178.
  8. Khlif, H. (2021). Factors for Success in Customer Relationship Management (CRM) Systems. World Academics Journal of Management, 9(1), 16-20.
  9. Mallika, S. (2016). Customer Relationship Management. Vikas Publishing House.
  10. Pandey, A. K., & Pandey, P. (2013). Role of HRM in Customer Relationship Management in Indian Nationalized Commercial Banks. Management Insight, 9(2), 27-33.
  11. Papadopoulos, T., Ojiako, U., Chipulu, M., & Lee, K. (2012). The Criticality of Risk Factors in Customer Relationship Management Projects. Project Management Journal, 43(1), 65-76.
  12. Petrović, M. (2020). Data Quality in Customer Relationship Management (CRM): Literature Review. Strategic Management, 25(2), 40-47.
  13. Sanad, A., Fidler, C., & McBride, N. (2010, March). Critical Success Factors for Customer Relationship Management Implementations. In Proceedings of the 15th Annual UK Academy for Information Systems Conference, March 2010 (pp. 23-41). AISeL.
  14. Shojaei, A. S. (2015). Critical Success Factors of CRM: Antecedents to Successful Implementation. Management Innovator, 8(1), 105-131.
  15. Süphan, N. (2015). Customer Relationship Management Strategies in the Digital Era. IGI

Downloads

Download data is not yet available.

Similar Articles

1-10 of 30

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)

<< < 1 2 3 4 5