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.
International Journal of Electronic Customer Relationship Management, 2007 Vol.1 No.3, pp.258 - 268
Published online: 14 Apr 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article