A Framework for Understanding Customer Relationship Management Systems Benefits

Abstract

This paper presents a structured framework for understanding the benefits of CRM systems. The framework is comprised of a set of benefits grouped into categories with empirical indicators and example metrics. The framework provides researchers with a systematic approach for exploring CRM system benefits and provides a sound base for further empirical research. It also provides practitioners with a means of defining objectives for CRM projects during specification of the business case and for conducting post-implementation reviews.