Model of Factors Impact on the CRM Performance

DOI

10.2991/aebmr.k.211119.017How to use a DOI?

Keywords

Customer Relationship Management; CRM; CRM performance

Abstract

Customer Relationship Management (CRM) plays a crucial role toward a company. These days, CRM is considered the strategic approach to the most profitable customers. However, to master such powerful tool to develop strong customer relationships, and in turn, to maximize the potential benefits, the company should recognize and control all factors influencing CRM performance to effectively apply this business process management strategy to improve the customer service.

Research purpose:

This study aims to explore the key factors that impact on CRM performance. Besides, the study is going to analyze how each key factor affects CRM performance and which internal and external factors may alter the performance results in companies. The results should come up with a theoretical framework to analyze factors altering the CRM performance.

Research motivation:

CRM helps companies to understand customer requirements thoroughly; solving problems for the customers with CRM eco-system; always value customer’s valuable time and provide solutions accordingly the customer potentials. However, not all companies have an effective CRM system due to the variation in firm’s culture, resources, and procedures. Therefore, it is necessary to identify the factors that affect CRM performance.

Research design, approach and method:

The paper is an integrated literature review. The authors collected the papers from Web-based articles, search engines such as ScienceDirect, Springer, Google Scholar, ResearchGate, and Scientific journals to review, criticize, and figure key factors influencing CRM performance. Based on the extensive review of the factors and essential elements that contribute to success of CRM project implementation, this paper attempts to identify and explain key factors that impact on the CRM performance in a company.

Main findings:

The paper proposes a model with 5 key factors, including: (1) Organizational performance, (2) Customer, (3) Process, (4) Technology and (5) Other resources. This model helps companies build a framework for customer relationship management of the current customer base with measurable targets, recognizing the full value potential of existing customer relationships.

Practical/managerial implications:

This study synthesizes and analyzes the results of previous studies, from which proposing a model of factors impact on CRM performance. The study strengthens the understanding of the implications of effective customer value management in the changing environment. This is also the basis for performing other studies such as evaluating the CRM performance of a particular industry.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Pham Thi Thanh HONG
AU  - Hoang Van DONG
PY  - 2021
DA  - 2021/12/07
TI  - Model of Factors Impact on the CRM Performance
BT  - Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021)
PB  - Atlantis Press
SP  - 155
EP  - 163
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211119.017
DO  - 10.2991/aebmr.k.211119.017
ID  - HONG2021
ER  -