Title: Critical success factors in implementing a CRM solution: a case study

Authors: Carlos Pissarra; Jorge Vareda Gomes; Mário Romão

Addresses: Instituto Superior de Economia e Gestão, Universidade de Lisboa, Portugal ' Universidade Lusófona das Humanidades e Tecnologias de Lisboa, Universidade Lusófona, Lisboa, Portugal ' Instituto Superior de Economia e Gestão, Universidade de Lisboa, Portugal

Abstract: CRM systems have played a pivotal role in driving economic development as businesses transition from transaction-based models to economies centred on customer relationships. Organisations have shifted their focus from product-centric philosophies to customer-centric strategies, recognising that understanding and anticipating both current and future customer needs is essential for long-term success. To meet customer expectations, businesses must continually innovate to deliver value and differentiate themselves in competitive markets. Customer relationship management (CRM) tools are designed to address this customer-focused paradigm, enabling organisations to enhance their strategies for engagement and satisfaction. This study examines critical success factors (CSFs) for implementing CRM systems within the technology sector, alongside criteria to assess implementation success. Employing a qualitative methodology supported by MaxQDA software, semi-structured interviews were conducted to gather insights. The findings underscore the importance of top management involvement, clearly defined objectives, effective change management, and incorporating end-user feedback as the most critical factors for achieving a successful CRM system implementation.

Keywords: customer relationship management; CRM; critical success factors; CSFs; change management; CRM implementation; CRM failures.

DOI: 10.1504/IJECRM.2025.145715

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.1/2, pp.40 - 72

Accepted: 27 Dec 2024
Published online: 16 Apr 2025 *