Towards developing a customer relationship management (CRM) strategy for supporting pre-implementation activities in business

Basel Khashab, Stephen R. Gulliver, Vaughan Michell

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review

Abstract

Effectively preparing and planning for Customer Relationship Management (CRM) strategy is critical to
CRM implementation success. A lack of a common and systematic way to implement CRM means that
focus must be placed on the pre-implementation stage to ensure chance of success. Although existing CRM
implementation approaches evidence the need to concentrate mostly on the pre-implementation stage, they
fail to address some key issues, which raises the need for a generic framework that address CRM strategy
analysis. This paper proposes a framework to support effective CRM pre-implementation strategy
development. In section 1 we provide a brief background concerning CRM implementation. In section 2 we
justify the need to ensure a strategic focus during CRM implementation. In section 3 we describe a range of
existing CRM implementation frameworks, and consider the relative advantages and deficiencies of each. In
section 4 we justify the need for an adopted approach, which we describe in section 5; focusing primarily on
the issues of strategy. In section 6, we provide a conclusion to our work, summarising the contributions of
proposed framework.

Original languageEnglish
Title of host publication14th International Conference on Informatics and Semiotics in Organisation (ICISO)
Publication statusPublished - 2013
Externally publishedYes
Event14th International Conference on Informatics and Semiotics in Organisations - Stockholm, Sweden
Duration: 25 Mar 201327 Mar 2013

Conference

Conference14th International Conference on Informatics and Semiotics in Organisations
Abbreviated titleICISO 2013
Country/TerritorySweden
CityStockholm
Period25/03/1327/03/13

Keywords

  • Customer Relationship Management
  • Strategy
  • Pre-implementation
  • Problem Articulation Method

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