Title: A Critical Success Factor model for CRM implementation

Authors: Rui Vinhas Da Silva, Ilan (Daniel's) Rahimi

Addresses: Department of Marketing, Manchester Business School, University of Manchester, Booth Street West, M15 6PB, Manchester, UK. ' Department of Marketing, Manchester Business School, University of Manchester, Booth Street West, M15 6PB, Manchester, UK

Abstract: Customer Relationship Management (CRM) implementation has been a daunting and exhaustive experience for many organisations. Managers and decision makers find that there is no one |fixed formula| to guarantee its success. This paper draws from CSF models in ERP implementation and project management, determining their applicability to successful CRM implementation in a B2B context. Eight companies who implemented CRM were scrutinised, in which overlapping issues with ERP Implementation and project management were analysed. This analysis was the foundation of a CSF model for CRM implementation, providing a list of strategic and tactical CSFs that are present when undergoing such a process.

Keywords: ERP implementation; CRM implementation; critical success factors; CSF; case study research; customer relationship management; customer relationships; enterprise resource planning; project management; B2B; business-to-business.

DOI: 10.1504/IJECRM.2007.014422

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.1, pp.3 - 15

Published online: 05 Jul 2007 *

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