Integrating Implementation Strategy, Challenges and Success Factors of CRM and e-CRM among Selected FMCG in Nigeria

Abstract

Background: The success of CRM initiative in any firm depends greatly on the implementation strategy. Customer relationship management is a key strategy that most firms adopt in their customer management with the intention to enhance their performance and improve loyalty which is by focusing on customers through identification of their needs and strive daily to ensure that those needs are met for their satisfaction in order to achieve a sustainable win-win business-customer relationship. The purpose of this study is to bring to the fall the issues of CRM, the implementation process and success factors of CRM strategy. Methodology: Resource based view was used to considered the success framework of CRM strategy. The study was exploratory with the intention to uncover the themes and variables related to addressing the issues associated with CRM and the possible implementation process. A Qualitative methodology was adopted using an unstructured (semi structured) interview method with open questions to garner information from 2 employees each that are known as CRM/IT experts and having good practical knowledge of CRM usage in five selected FMCG firms that have adopted CRM strategy. Lastly, thematic content analysis was used to determine the themes and their related questions centering on CRM issues, Implementation and success factors. Result: This study concludes that CRM implementation strategy play a vital role in enhancing the growth of an organization economically. It also posit that appropriate implementation strategy of the CRM and e-CRM will help to improve all other component of the CRM, it will also proliferate the technological inclination and adaptability of employees within the organization and as well help in fostering collective mindset and team work within the firm.