Evaluation of the implementation of CRM in developing countries

Abstract

Managing relations with customers has been a main concern for business organisations from different sizes and fields. Such a concern has grown rapidly in the last few decades for a number of reasons such as the development of new technologies especially in the field of information technology (IT). Customer Relationship Management (CRM) is a newly emerged concept in the fields of IT and business that aims to strengthen the relationships between an organisation and its customers. Despite the promising expectations of implementing such a concept by many organisations, a significant number of CRM projects fail or result in disappointing outcomes that fall far short of expectations. This motivated researchers and practitioners to study the sources of failure and the factors of success in CRM implementation. Although CRM existed first in western organisations, it has spread almost all over the world as an increasing number of firms are implementing or planning to implement CRM. This research designed an integrated framework for investigating and evaluating the implementation of CRM in developing countries. The design of this framework was based on previous studies in the field of CRM implementation especially in the area of studying CRM success and failure. It is also based on the common sense and knowledge of the researcher in the field of CRM. To help identify successful implementation of CRM and to provide organisations with a guide to implement CRM projects, the research reviewed and organised the literature on CRM success and failure as well as the previous studies in CRM frameworks. Subsequently, the research designed a framework for CRM implementation that integrates CRM implementation phases/stages, CRM components, and CRM success factors. To assess the feasibility of the framework in developing countries, the research developed in-depth case study methodology that focused on two large communication companies which operate in Saudi Arabia and are implementing CRM projects fully and partially. The questions of the case study were developed to assess the feasibility of the framework based on the comparison between the conceptual framework and the practical implementation of CRM by the case companies, and the case study protocol was developed accordingly. Data was collected through multiple sources such as in-depth interviews, observations, documentations and archival records. The results of the case study support the feasibility of the framework in implementing CRM in general. The assessment stage was highly supported by the results. In addition, the success factors and their importance in implementing CRM were supported by the results with variation of importance of the success factors. However, cultural issues were significant to the CRM implementation and required modification to the framework to be more effective when implemented in developing countries.