A model for the implementation of customer relationship management systems

Burger, Naomi Magdalena (2005-03)

Thesis (MBA)--Stellenbosch University, 2005.

Thesis

ENGLISH ABSTRACT: Customer relationship management (CRM) is perceived as critical to the longterm success of any organisation, since CRM could be developed into a core competence providing a competitive advantage. Although the importance of CRM is recognised worldwide, most implementations of CRM systems fail to achieve their goals. Trends show that CRM success is still the exception and not the rule. The main objective of this study is to examine the value and characteristics of CRM systems and determine the most common factors that impact on the success of CRM systems implementations. CRM is a business strategy that integrates people, processes and technology, and places the customer at the core of the business. CRM aims to increase business performance and enhance customer value by increasing customer retention, acquisition, satisfaction and loyalty resulting in increased revenue and profitability. The study found that the implementation of CRM systems involves a completely new way of doing business. The major problems experienced in the implementation of CRM systems are identified as change management problems and too much emphasis on technology. The study paints out that technology alone will not guarantee the success of CRM systems implementations, since CRM systems are not so much about technology but more about people and business processes. It is recommended that more emphasis should be placed on cultural and behavioural change in the business environment by focusing on the management of change of the people using CRM systems. A CRM systems implementation model based on previous studies and literature relating to CRM has been developed in the South African context. This model is derived from the Gartner model, the customer management assessment tool and different readiness approaches for CRM systems implementations. The study concludes· with the development of a measuring instrument for the implementation of CRM systems.

AFRIKAANSE OPSOMMING: Die persepsie is dat klienteverhoudingebestuur (KVB) krities tot die langtermyn sukses van enige organisasie is, aangesien KVB ontwikkel kan word in 'n kernvaardigheid wat 'n kompeterende voordeel verskaf. Alhoewel die belangrikheid van KVB wereldwyd erken word, misluk die meeste KVB implementerings om hulle doelwitte te bereik. Tendense toon dat KVB sukses steeds die uitsondering en nie die reel is nie. Die doel van die studie is om die waarde en eienskappe van KVB stelsels te ondersoek en om die mees algemene faktore wat 'n impak op die sukses van KVB stelsels implementerings het, te bepaal. KVB is 'n besigheidstrategie wat mense, prosesse en tegnologie integreer en kliente as die kern van die besigheid beskou. KVB het ten doel om die werkverrigting van die besigheid en die waarde vir die klient te verhoog deur verbetering van die retensie, werwing, tevredenheid en lojaliteit van kliente, wat 'n verhoogde inkomste en winsgewendheid tot gevolg het. Die studie het gevind dat 'n KVB stelsel 'n totale nuwe manier van besigheid behels. Die belangrikste probleme wat met die implementering van KVB stelsels ondervind word, is geidentifiseer as veranderingsbestuursprobleme en te veel klem op tegnologie. Die studie het ook aangetoon dat tegnologie alleen nie die sukses van KVB stelsels implementerings sal waarborg nie, omdat KVB stelsels nie soseer om tegnologie gaan nie, maar meer om mense en besigheidsprosesse. Dit word aanbeveel dat meer klem op kulturele en gedragsveranderinge in die besigheidsomgewing geplaas moet word deur te fokus op die bestuur van verandering van die mense wat KVB stelsels gebruik. 'n KVB stelsels implementeringsmodel gebaseer op vorige KVB verwante studies en literatuur, is in die Suid-Alrikaanse konteks ontwikkel. Hierdie model is afgelei van die Gartner model, die klientebestuur assesseringshulpmiddel en verskillende gereedheidsbenaderinge vir KVB stelsels implementerings. Die studie sluit af met die ontwikkeling van 'n meetinstrument vir die implementering van KVB stelsels.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/50254