Title: A hierarchical structure to evaluate risk of customer relationship management (CRM) projects

Authors: Abbas Keramati, Salman Nazari-Shirkouhi, H. Moshki, E .Maleki Berneti

Addresses: Industrial Engineering Department, Faculty of Engineering, University of Tehran, P.O. Box 11365–4563, Tehran, Iran. ' Industrial Engineering Department, Faculty of Engineering, University of Tehran, P.O. Box 11365–4563, Tehran, Iran. ' Industrial Engineering Department, Faculty of Engineering, University of Tehran, P.O. Box 11365–4563, Tehran, Iran. ' Payame-Noor University, Tehran Branch, Tehran, Iran

Abstract: Nowadays, customer relationship management (CRM) indicates the organisations| capability to adapt and change their behaviour to customers| expectations. In order to have a long-term and mutually profitable relationship with customers, all routine activities of organisations should be based on perception of needs and values in customer|s view. According to CRM literature, these projects have faced various risks and lack of proper risk management methodology caused many of them to fail. The aim of this paper is to identify the risk factors related to CRM projects by considering 23 key papers published in the time period of 2001 to 2008 and to propose a checklist including 25 CRM risk factors. Finally, a new hierarchical structure for evaluating risk of CRM projects is introduced. The proposed structure will simplify prioritising risks and facilitate evaluating the overall risk of CRM projects for organisations.

Keywords: risk factors; hierarchical structures; customer expectations; behavioural change; adaptability; routine activities; perception; customer needs; customer values; risk management; risk prioritisation; risk evaluation; customer relationship management; e-CRM; electronic CRM.

DOI: 10.1504/IJECRM.2010.031861

International Journal of Electronic Customer Relationship Management, 2010 Vol.4 No.2, pp.97 - 124

Published online: 26 Feb 2010 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article