Realization Approaches of Customer Relationship Management – A Design Science Research Contribution to Support the Construction of Situational CRM Artifacts

Abstract

AbstractIn this paper, customer relationship management (CRM) is focused as one particular field of application for design science research (DSR). In managerial practice, it can be observed that CRM is approached differently by diverse organizations; moreover, the need for adaptable (“situational”) models and methods in support of CRM (so-called “CRM artifacts”) is postulated both in scientific theory and in practice. The paper at hand aims at contributing to this field by reporting on the results of an exploratory analysis. Based on our empirical evidence, we propose to differentiate between four distinct realization approaches of CRM: (1) initial CRM; (2) IT-focused CRM; (3) mature CRM; (4) selective CRM. Each of these approaches is characterized by a unique vector of realization degrees with respect to four CRM design factors and represents an exemplary, generalized way of how organizations deal with CRM. These insights are particularly useful for the construction of situational CRM artifacts within DSR.KeywordsCustomer Relationship ManagementDesign Science ResearchContingency ApproachSituational Framework