Title: Proposed integrated CRM magic quadrant and readiness matrix model for Indian SMEs

Authors: Arpita Mehta; Javad Tajeddini

Addresses: Mehta Enterprise, 100 Jawahar Marg, MP, India ' Sociology Department, Islamic Azad University, Central Tehran Branch, Tehran, Iran

Abstract: The objectives of an integrated CRM (iCRM) is to help organisations in their marketing, service and support function by integrating strategy, relationship, process and management systems of the Indian SMEs. With this paper we attempt to explore the relationship between Indian SMEs and integrated CRM concept. We suggest that Indian SMEs employ a multi-layer strategic approach in an integrated CRM process with the help of a proposed CRM magic quadrant and readiness matrix model that may help to increase involvement and ownership by stakeholders in their decision making processes. The proposed model can help Indian SMEs to check where they stand and where they can go as far as CRM readiness is concerned. This readiness will be checked at four level/criteria: process innovation level, strategic management level, relationship marketing level, and last but not the least, at integrated management system process level. There are five phase of readiness maximum, optimum, developing, neutral and unaware with different points on scale. On the basis of readiness criteria readiness phase can be determined.

Keywords: customer relationship management; integrated CRM; iCRM; CRM readiness; India; SMEs; process innovation; strategic management; relationship marketing; small and medium-sized enterprises; stakeholder involvement; decision making; integrated management systems.

DOI: 10.1504/MEJM.2016.079744

Middle East Journal of Management, 2016 Vol.3 No.3, pp.179 - 206

Received: 04 May 2016
Accepted: 19 May 2016
Published online: 13 Oct 2016 *

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