Customer-centric strategy: a longitudinal study of implementation of a customer relationship management solution
by Aihie Osarenkhoe
International Journal of Technology Marketing (IJTMKT), Vol. 1, No. 2, 2006

Abstract: This paper aims to contribute to extant literature on how to integrate IT to support the successful implementation of a Customer Relationship Management (CRM) solution. Relevant writings are reviewed to address the question of: What are the key factors that influence the integration of IT to enhance business efficiency, focusing on CRM and its implementation? A longitudinal case study was conducted. Findings include: the importance of managerial commitment and a corporate vision that incorporates a relationship orientation; wider actor involvement from the project's inception; and managers who themselves are convinced of the value of customer-centric strategy, who communicate their commitment to their subordinates and develop positive attitude towards change in order to properly manage the change process. Among other conclusions, the paper finds that there is currently too much reliance on a technological perspective of CRM. The paper recommends that the business problem first be defined, the business processes be defined for the solution, and that technology then be used as an enabler.

Online publication date: Wed, 01-Feb-2006

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