Title: The application of process modelling and simulation techniques to analysing the impact of CRM implementation

Authors: Dotun Adebanjo

Addresses: Management School, The University of Liverpool, Chatham Street, Liverpool, L69 3BX, UK

Abstract: The ability to measure the impact of CRM implementation on the performance of an organisation is critical to executive decision-making. However, research suggests that most of the currently applied performance metrics are either not directly linked to the CRM activities or too broad. This paper presents an exploratory research that evaluates the potential impacts of changes to CRM activities at a case study company. By representing the CRM activities in a process format, the study was able to apply the technique of modelling and simulation to various options being considered by the organisation. The results of the simulation indicated that the existing process was inefficient when compared with two of the options being considered. It also indicated that in addition to efficiency gains, any investment in the proposed changes would be recovered through increased sales capacity.

Keywords: customer relationship management; CRM implementation; process modelling; simulation; CRM impact.

DOI: 10.1504/IJECRM.2008.018807

International Journal of Electronic Customer Relationship Management, 2008 Vol.1 No.4, pp.341 - 353

Published online: 18 Jun 2008 *

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