Electronic customer relationship management

Abstract

Electronic customer relationship management (eCRM) has become the latest paradigm in the world of customer relationship management. Recent business surveys suggest that up to 50 per cent of such implementations do not yield measurable returns on investment. A secondary analysis of 13 case studies suggests that many of these limited success implementations can be attributed to usability and resistance factors. The objective of this paper is to review the general usability and resistance principles in order to build an integrative framework for analyzing eCRM case studies. The conclusions suggest that if organizations want to get the most from their eCRM implementations they need to revisit the general principles of usability and resistance and apply them thoroughly and consistently.