CRM Implementation Research Articles

Improving the quality of business process automation by developing and testing a method for evaluating the effectiveness of the use of CRMplatforms based on the use of Salesforce system

Problem. In order to develop your business, you need to keep track of products that interest people and the services they buy from your company, their place of work and other connections, giving an idea of the customers. Goal. The purpose of this article is to analyze, study and test the theoretical and methodological principles and characterize the criteria for improving the efficiency of business process automation using CRM-technologies in the enterprise, as well as building a model to assess the effectiveness of information systems such as Salesforce-CRM. Methodology. Methods, technologies, and tools are used for analyzing the effectiveness of automation of business processes of the enterprise using CRM-applications, research, and testing combinations of methods to determine the impact of the Salesforce-CRM-system’s implementation in the enterprise. Results. Development and justification of measures to improve the information and analytical management system of the organization. Methods of effective implementation and analysis of CRM effectiveness include determining its features and the main criteria of performance indicators and choosing the best strategy that would correspond to the company's business processes. Originality. Since the aim of the article is to analyze the theoretical and methodological foundations and determine the criteria for improving the efficiency of business process automation using CRM-technologies in the enterprise, the following tasks were performed: the purpose and role of CRM-system in enterprise automation were distinguished; a model for evaluating the effectiveness of CRM-system implementation for business process automation was built; quantitative estimates were obtained and recommendations for the SalesforceCRM implementation were provided. Practical value. The proposed research can be used to identify and measure the attributes of the benefits of CRM implementation, such as, for example, cost, efficiency, innovation and improvement of the quality of services, the number of regular customers. As part of the writing of this paper, a customer-oriented model for evaluating the effectiveness of CRM was built.

CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model

Companies face the challenge of managing customer relationships (CRM) in a context marked by a drastic digital transformation and unbridled evolution of consumer behavior, exacerbated by the COVID-19 pandemic. The customer is more demanding, has access to the global market and interacts with companies through multiple digital channels, such as email, social networks, mobile apps or instant messaging. In this situation, the success of a CRM implementation highly depends on information technology and the applications used. To harmonize this new business context with the development of information systems (IS), a suitable CRM ontology and enterprise architecture (EA) is needed. While an ontology-based conceptual model provides a unifying framework, aids sharing and reusing knowledge, and facilitates communication within a domain, an EA-based model unequivocally describes, analyzes, and visualizes how an organization should operate from the perspective of business, application, and technology. The purpose of the paper is the proposal of CURIE-O, a CRM OntoUML UFO-based ontology, together with CURIE-EA, a CRM ArchiMate-based EA to serve business managers and IS specialists an updated unifying framework of reference in the CRM domain as well as a highly efficient tool to support application development and maintenance in this changing and increasingly digital context. Modeling has proven to be an essential element to achieve high-performance information systems. In order to apply the ontology and the EA proposed here, the authors developed a CRM task management application prototype that was implemented as a case study in a consulting company. The methodology followed was design science research (DSR), in order to design and validate the artifacts. Within the DSR framework, other complementary research methods have been used, in particular literature research, interviews and focus groups carried out with several hotel chains in Tenerife (Canary Islands). The main existing CRM models in the scientific literature have also been analyzed together with the leading CRM market solutions.

E-CRM practices and customer satisfaction in insurance sector

On a global scale a number of insurers are competing and offering the customers a plethora of products. The customers are demanding quick and better service from the service providers. For the insurance companies to survive competition, they have to upgrade the quality, transparency and integrity to acquire and retain customers in long range. They need a set of offers and the value proposition to be delivered to the target potential customers, which needs a thorough market research to understand the needs of the customers and accordingly launching the products to match with customer’s expectation. Since the initiation of liberalization, privatization and globalization, successive governments have tried to keep pace with a rapidly changing global scenario. The doors for private participation were opened in a number of sensitive sectors, insurance being one of them. For the past few decades, insurance was looked upon as a tax-saving investment product. While the opportunity for the players is the huge untapped potential, the challenge is to establish a long-term reputation, also to serve the customers in a sophisticated way by introducing the innovative offerings. This research study is the based on impact of customer relationship management practices on insurance sector in Bangalore market. In this study customer’s opinions have been collected through a structured questionnaire to understand the effectiveness of CRM implementation in relation to the companies like AVIVA, LIC of India, ICICI prudential, Birla sun life and Reliance. Here to measure the customer satisfaction gained by above insurers, factor analysis and t test have been used considering the factors of satisfaction.

Validating A Proposed CRM Implementation Framework For The Mauritian Hotel Industry

This article validates a proposed Customer Relationship Management conceptual framework for the Mauritian Hotel Industry based on identified critical success factors. The research provided insights on how different factors need to be considered to ensure a smooth implementation of a Customer Relationship Management strategy and to address the causes of Customer Relationship Management project failures. Extant reviews of the literature on Customer Relationship Management theoretical frameworks, Customer Relationship Management causes of failure, and critical success factors for Customer Relationship Management success were conducted and subsequently 33 items were identified. An exploratory factor analysis was done to validate the results of the survey followed by which a confirmatory factor analysis was conducted to confirm the appropriateness of the proposed theoretical model, followed by a Structural Equation Model analysis conducted to validate the adequacy of the proposed model. The Structural Equation Model analysis confirmed the appropriateness of the proposed framework and confirmed the exactitude of each Customer Relationship Management success factor included in the framework. The design of the new proposed conceptual framework intends to provide a novel approach of in-depth knowledge on how to implement Customer Relationship Management in the Mauritian Hotel Industry and acts as a guideline for hotel managers to implement CRM successfully and to increase profitability.

The influence of structural capital on the relationship between CRM implementation and the performance of manufacturing SMEs

The influence of structural capital on the relationship between CRM implementation and the performance of manufacturing SMEs

Modern Marketing Tools in the Condition of Globalization

Research background: CRM is one of the most popular tools of modern marketing in today’s globalized world. It is a purposefully set up management with customers, which synchronizes several internal company processes. Its justification is indisputable, as it is generally the case that companies that do not engage in customer relationship management are soon overshadowed by competition and fall into extinction. With the help of CRM, the company can manage not only the sale of products to customers but also following service. Sales staff, call center staff, service department staff and many others can thus use the CRM system. The subject of research in the paper is the use of CRM in Internet commerce. Purpose of the article: The development of a functional CRM system in a specific company and the introduction of selected CRM tools in the company’s online store can be considered a priority goal. Methods: During the elaboration of the paper, the methods of the compilation of analysis, synthesis and description were used on the basis of the search of the relevant literature. Findings & Value added: The paper contains findings on two levels. From the theoretical point of view, it provides an overview of the essence, development, individual elements, customer relationship strategy, as well as the technical architecture and possibilities of CRM implementation. From the practical point of view, it is about the design of a functional CRM system in a specific company and the introduction of selected CRM tools in the company’s online store In contrast, the CRM application in specific business conditions represents added value.

CRM Implementation Using the VTiger CRM Application in Bottled Water Companies

Good relationship between company and customers needs to be managed to maintain continuity of the company’s business considering that business competition is very competitive. CV. Tirta Tamanbali is industrial company that manufactures bottled water products located in Bali. Seeing existence of various competitor makes the company’s business processes gradually decline. Examples of decreased business processes experienced by companies that must be closed distributors outside the region. After conducting research, it was found several business processes related to customers that were still not optimally. Some of these business processes are marketing processes that are not carried out by companies, sales processes that have not been integrated where transactions that occur between companies and customers still utilize phones and supporting processes like complaints and questionnaire services that are still done manually and unscheduled. Based on these problems, the development of business processes starting from modeling stage to implementation is carried out by utilizing the E-CRM application VTiger CRM. Results of this research are in the form of new business process modeling, implementation using VTiger CRM, and recapitulation of technology acceptance questionnaires from company employees. Speciafically for the questionnaire, an additional module was developed because the module was not available in VTiger CRM.

МЕНЕДЖМЕНТ ЕНЕРГЕТИЧНОЇ ЕФЕКТИВНОСТІ ВИРОБНИЦТВА: ЕКОЛОГІЧНИЙ ІМПЕРАТИВ, ІМПЕРАТИВ ЛЮДСЬКОГО ЧИННИКА, ПРІОРИТЕТ ЕКОНОМІЧНОЇ ОЦІНКИ

Introduction. With the development of international standards of trade there is a need for quality logistics services. Modern business requirements and ever-increasing competition require a comprehensive innovative approach to optimizing the management of logistics processes in agricultural enterprises using the latest information technology. Logistics innovations are theoretically based on four logistics concepts, which are the starting point for the development of flexible logistics models of different areas of production and economic activity. Management of logistics activities of agricultural enterprises requires systematic monitoring of existing and introduction of new innovative information technologies, as logistics must work for the needs of consumers, which constantly require improving the quality and speed of delivery, taking into account the intensive development of technology. Purpose. The purpose of the article is research of innovative information technologies of management of logistic processes and substantiation of their optimization of practical use in the agricultural enterprises. Results. Effective management of logistics processes in agricultural enterprises is not possible without the process of reengineering based on the introduction of the latest technologies of information support of this activity. It is substantiated that for agricultural enterprises it is expedient to apply such mechanisms of planning and management of material flows as use of logistic concepts, use of foreign experience, qualitative management of customer service, management of distribution of production with involvement of intermediaries, timely planning of requirements for raw materials, qualitative planning and optimization of production. processes, integrated material flow management, management of efficient use of places of realization of orders, management of quantitative and time parameters of production, automation of system of logistic management of researches, designing, production and operation of high-tech production. Originality. It is established that the key to the success of farm customer logistics management today is the adoption of CRM philosophy, which involves changes in the enterprise through the adoption of customer relationship logistics strategy, restructuring of supply and marketing strategy, changing business processes and corporate culture and through implementation CRM systems. The main categories of effects from CRM implementation are identified: the emergence of new, more loyal and retention of existing customers, improving the company's position, increasing the loyalty of the most profitable customers, accelerating market entry of new agricultural products, providing synergies in maintaining customer contacts. A project analysis to determine the effectiveness of the CRM-system project in an agricultural enterprise, which reduces the turnover of working capital, reduce illiquid inventories and spare parts costs, improve the quality of sales service and increase efficiency in accounting and reduce receivables, which affects the overall cost reduction of up to 20% of annual turnover. Conclusion. Effective management of logistics processes in agricultural enterprises is not possible without the introduction of new technologies for information support of this activity. The key to the success of customer relationship logistics management today is the adoption of the CRM philosophy. It involves changes in the enterprise in five main areas: the adoption of a logistics strategy for customer relationships; restructuring of the supply and marketing strategy of the economy; change of business processes; change of corporate culture; introduction of a logistics CRM system. The practical implementation of innovations in logistics is becoming a powerful tool to increase the competitiveness of agricultural enterprises, as new technologies make it possible to streamline the logistics system of the enterprise, which improves efficiency. The use of modern information technologies allows to increase the efficiency of cargo delivery due to the possibility of quick access to information about the subjects and objects of delivery.

Role of information technology on CRM implementation in selected industries

Role of information technology on CRM implementation in selected industries

Critical Success Factors in Customer Relationship Management Strategy in the Local Government Authorities in Zimbabwe

The aim of the study was to identify critical success factors in customer relationship management strategy success in the local government authorities in Zimbabwe. A thorough abridgment of the literature was conducted, mainly to understand the nature and structure of local government authorities in Zimbabwe as well as to identify critical success factors in CRM strategy success. A Meta-analysis methodology was employed and explanatory research approach was adopted by means of a survey strategy. 197 questionnaires have been collected from twenty-one local government authorities in Zimbabwe. The findings of the study revealed that all of the ten critical success factors are significant and positively linked to CRM strategy success. Furthermore, the statistical tests show that success and failure of CRM strategy success are highly dependent on four major critical success factors including Implementation Approach, Change Management, Metrics and Implementation Strategy. However, process design and Buy-in Approach and Adoption have low significance impact in CRM strategy success in local government authorities in Zimbabwe. The results of the data analysis led to the creation of a framework which outlines the critical success factors in CRM strategy success in local government authorities in Zimbabwe and the CRM implementation Index which need to be followed before implementing the CRM strategy. This study has clearly indicated that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders.

The Factors Affecting CRM Implementation at DHL Company in Baghdad, Iraq

Customer relationship management, CRM, has the ability to achieve success and growth of enterprises in the present time’s environment of broad competition and rapid technological development. CRM helps organizations to know the customers well and to establish sustainable relationships with them. The main goal of this study is to investigate the factors affecting CRM implementation at DHL Baghdad. To achieve this goal and considering the research model, four hypotheses were formulated, and the required data was collected through a structured questionnaire. The data was quantitatively analyzed using SPSS 17. According to the findings derived from the data analysis, the researchers concluded that the first factor (technology) has a positive and significant influence on CRM implementation. While, the other three factors (human resource, knowledge of CRM and knowledge management) had an insignificant but positive influence on CRM implementation. Thus, H1 was supported, while H2, H3 and H4 were partly supported.

Key Factors in Customer Relationship Management Strategy Success in the Local Government Authorities

The aim of the study was to identify critical success factors in customer relationship management strategy success in the local government authorities in Zimbabwe. A thorough abridgment of the literature was conducted, mainly to understand the nature and structure of local government authorities in Zimbabwe as well as to identify critical success factors in CRM strategy success. A Meta-analysis methodology was employed and explanatory research approach was adopted by means of a survey strategy. 197 questionnaires have been collected from twenty one local government authorities in Zimbabwe. The findings of the study revealed that all of the ten critical success factors are significant and positively linked to CRM strategy success. Furthermore, the statistical tests show that success and failure of CRM strategy success are highly dependent on four major critical success factors including Implementation Approach, Change Management, Metrics and Implementation Strategy. However, process design and Buy-in Approach and Adoption have low significance impact in CRM strategy success in local government authorities in Zimbabwe. The results of the data analysis led to the creation of a framework which outlines the critical success factors in CRM strategy success in local government authorities in Zimbabwe and the CRM implementation Index which need to be followed before implementing the CRM strategy. This study has clearly indicated that customer relationship management forms a powerful strategy that local government authorities should apply to manage long-term relationships with their key stakeholders.

CRM Systems Management of Metallurgical Companies in Kazakhstan Based on the TRI * M System Methodology

The article presents material on the practical implementation of CRM programs in metallurgical organizations and the experience of its usage. In the result of the study, an attempt was made to generalize the configuration of the CRM approach to relationships and programs accounting, as well as typical impressions of the entire CRM implementation process using as integrated platform for the stakeholders in the form of TRI * M system an analytical tool.

IMPLEMENTASI KONSEP CRM PADA PEMASARAN ASESORIS KOMPUTER DI CV.STICOM BERBASIS ANDROID

CV. STICOM is a company engaged in the sale of computer equipment, computer accessories and repair services ,. In the process of marketing process is still done manually face to face. therefore there is a need for a system to streamline and streamline it all. The system that is built for the frontend includes the process of computer accessories information, the purchase of computer accessories, promo notifications, discounts and consultation complaints, While the backend system includes the management of purchase transactions, customer data, management of promo and discount info, data management complaints and monthly sales reports. In system development the author uses RUP (Rational Unified Process) method as a system development method. The repair service system made using two platforms for frontend using android, for backend using PHP and database using MySQL. From the built system can provide solutions for the process of marketing computer accessories have been computerized and communication media between consumers and companies become more effective and efficient.Keywords: Android, CRM Implementation, Marketing, PHP

Modelling CRM applications and its impact on relationship outcomes: a B2B relationship perspective

Recently, CRM has been a buzzword among scholars and practitioners and has been studied quite extensively from different perspectives and with a variety of dimensions. It has been linked to a superior performance on one hand while as some evidence have revealed poor performance from CRM implementation and the question remains in what way CRM may provide superior business performance. Through a conceptual framework, the current study postulates CRM applications (CRMA) as is a measure of CRM functionality. Further, the study examines the possible positive link between the CRM functionality, i.e., the extent and variety of CRM software applications used in an organisation and the performance outcomes. The conceptual framework is tested using structural equation modelling (SEM). Further, the implications for theory and practice are presented.

Do CRM dimensions improve Hotels occupancy rates? Evidence from the Moroccan Hospitality Sector

The noticeable lack of accepted and unified models of Customer Relationship Management generally leads to failures in the implementation of CRM projects, particularly when organizations adopt the limited technology perspective. In an attempt to evaluate the different perspectives of CRM, this research paper focus on the perspective that proposes that effective CRM implementations typically involve the four dimensions: (1) customer orientation (2) knowledge management (3) CRM organization, and (4) CRM technology. Our study evaluates the impact of CRM dimensions and hotel performance (occupancy rate) in Morocco. A sample of 80 Moroccan hotels was surveyed. Regression and other tests were used for analyses and interpretation. Our results reveal a significant positive impact of customer orientation, knowledge management, and CRM organization on occupancy rate. While CRM technology has been demonstrated to not significantly affect hotels’ occupancy rate.

Do CRM dimensions improve Hotels occupancy rates? Evidence from the Moroccan Hospitality Sector

The noticeable lack of accepted and unified models of Customer Relationship Management generally leads to failures in the implementation of CRM projects, particularly when organizations adopt the limited technology perspective. In an attempt to evaluate the different perspectives of CRM, this research paper focus on the perspective that proposes that effective CRM implementations typically involve the four dimensions: (1) customer orientation (2) knowledge management (3) CRM organization, and (4) CRM technology. Our study evaluates the impact of CRM dimensions and hotel performance (occupancy rate) in Morocco. A sample of 80 Moroccan hotels was surveyed. Regression and other tests were used for analyses and interpretation. Our results reveal a significant positive impact of customer orientation, knowledge management, and CRM organization on occupancy rate. While CRM technology has been demonstrated to not significantly affect hotels’ occupancy rate.

Using Action Research To Identify Unexpected Factors Affecting CRM Implementation

No action research has been conducted regarding the status of CRM implementation in the public institution sector. This study aims to identify rare or unexpected contextual, organizational, and individual factors behind the CRM implementation at a state SBDC. For this purpose, interview data was collected from 19 consultants of the state SBDC. Surprisingly this CRM implementation is considered particularly successful even though it involved only internal user participation for the individual factors. To be successful, CRM implementation must involve internal and external user participation. Our findings about internal user participation contradict the previous research. During the progression of the qualitative analysis, other rare or unexpected factors to the CRM implementation literature were found. These are: accreditation review pressure for the contextual factors and legal and licensing agreement feasibility for the organizational factors.

Prerequisites for Customer Orientation

A highly competitive global market means numerous opportunities as well as numerous threats and challenges. Products become increasingly indistinguishable. Companies need therefore to develop concepts and strategies for relationships with their customer. For this purpose, a comprehensive consideration is necessary. The shift from transaction marketing to relation marketing already took place, and the focus is on the customer. Customer relationship management seems to provide possible solutions for competitive markets. The CRM hype is ongoing even though failing rates of CRM implementations up to 75 percent are reported. One of the success factors for CRM implementation is orientation toward the customer. Customer orientation requires various different measures like change management, cross functional collaboration, process management, employee commitment and the support as well as the encouragement from the owners or investors of a company. Internal marketing is necessary to convince employees to switch from functional to cross functional thinking. Customer orientation is a strategy, a journey and a long term undertaking and requires continuous review and improvement. The paper provides with a comprehensive insight on necessary factors for a customer orientation.

Defining Success in CRM Implementation Projects:An Empirical Study from the IT Consultants Perspective

One of the key stakeholders in CRM implementations is the IT consultant, whose job is not only restricted to selecting the right package, but also ensure that the organisation implementing CRM is able to benefit from the same. For the IT consultant, CRM implementation is a technology project which enables resources for implementation. However 'success' per se has different meanings for various stakeholders and this article tries to analyse the definition of project success from a CRM project management perspective of an IT consultant. The article tries to look at the various factors that define success for CRM projects.