Classifying and selecting e‐CRM applications: an analysis‐based proposal

TLDR

e‑CRM is a rapidly expanding technology, yet many initiatives fail due to unclear classification and selection criteria. The study identifies key factors for implementing e‑CRM and proposes three integration dimensions to guide selection. The authors evaluate e‑CRM selection by considering financial, human resource, and implementation time costs. They conclude that e‑CRM can improve CRM strategy but must be carefully matched to organizational culture, processes, and legacy IT, and they propose three integration dimensions to guide selection.

Abstract

The application of technology to customer relationship management (CRM) initiatives (e‐CRM) is one of the fastest growing technological developments. However, there is sufficient evidence to show that many CRM initiatives do not achieve the desired result. One of the reasons for this is the lack of clarity that surrounds the classification and selection considerations of CRM applications. Identifies and discusses key factors that need to be considered when electronic CRM solutions are to be implemented. Among other findings, proposes perspectives from which e‐CRM implementation may be viewed in addition to identifying three integration dimensions applicable to e‐CRM solutions. Concludes that, while e‐CRM applications could enhance the delivery of a CRM strategy, such applications should be chosen carefully to fit in with organisational culture, process and legacy IT systems. The financial and human resource cost as well as the amount of time required for implementation of a CRM application should also be key factors in the selection of e‐CRM applications.