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Title: Success factors in eCRM system implementation
Author: Mohd Yasin, Norizan
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2007
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Customer relationship management (CRM) or the electronic version of CRM (eCRM) helps organisations to focus on their customers and to take advantage of the knowledge about them to increase the organisation's market share, sales and profit. Due to globalisation and stiff competition, organisations have changed their focus from business-centric to customer-centric, from customer acquisition to customer retention and from mass marketing to target marketing. There are many definitions of eCRM, but for the purpose of this thesis, eCRM is discussed from an information system perspective. This research investigates the factors that might influence the success of eCRM system implementation in a large organisation in the United Kingdom. In this research, system implementation refers to the use of the system in the organisation .. This research analyses the internal and external factors that influence th~ success of implementing the system, which include system factors, organisation factors, management factors, staff factors, and customer factors. The research has also discovered additional contributing factors as well as affecting factors, which include use of the eCRM system as a monitoring and productivity tool, and competitors, regulators and inconsistencies in the work process. This qualitative research was conducted using a case study in a large contact centre organisation in North-West UK. The research methods include personal experience, participant observation, open-ended questions and document analysis. The output of the research is a blueprint that details all the activities and work processes involved in using the eCRM system. A Ripple model is then constructed from this blueprint, which shows the inter-dependency and inter-relation of the contributing and inhibiting factors. The research concludes by highlighting the key contributions stemming from the case study, and discussing future research work that can be extended from this thesis.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available