Title: Business/IT-alignment for customer relationship management: framework and case studies

Authors: Ronald Batenburg, Johan Versendaal

Addresses: Faculty of Science, Department of Information and Computer Sciences, Utrecht University, Padualaan 14, 3584 CH Utrecht, The Netherlands. ' Faculty of Science, Department of Information and Computer Sciences, Utrecht University, Padualaan 14, 3584 CH Utrecht, The Netherlands

Abstract: In this paper we apply business/IT-alignment principles to create a framework for CRM. We build upon earlier related work that showed that CRM performance has a positive correlation with the degree of maturity and alignment between business and IT. The business/IT alignment CRM framework facilitates assessing an organisation|s current CRM maturity and identifying future CRM improvements. The framework is validated by two different cases, a Caribbean telecommunications firm and a Dutch insurance company. The results of these applications support the validity and applicability of the framework.

Keywords: CRM; customer relationship management; business-IT alignment; maturity; assessment framework; information technology; business information; telecommunications industry; insurance industry; The Netherlands; Caribbean.

DOI: 10.1504/IJECRM.2007.017795

International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.3, pp.258 - 268

Published online: 14 Apr 2008 *

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