Exploring the implications of the critical success factors of CRM implementation

Abstract

Customer relationship management remains an important management tool but provides highly variable levels of success once implemented. A number of critical success factors have been identified as influencing implementation success. This study provides an analysis of the impact of a range of critical success factors on customer relationship management project success. The study followed a qualitative methodology, using focus group and individual interviews, and was carried out using an interpretive phenomenological philosophy. The study shows that while a wide range of critical success factors will influence the project outcome, factors such as top management support, employee acceptance and project scoping require particular attention. Future research is suggested to include a longitudinal study that aims to verify and build on the recommendations made.