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E-crm implementation – A comparison of three approaches

E-crm implementation – A comparison of three approaches

Adebanjo, D. (2008) E-crm implementation – A comparison of three approaches. In: ICMIT 2008. 4th IEEE International Conference on Management of Innovation and Technology, 2008. IEEE, Piscataway, NJ, USA, pp. 457-462. (doi:10.1109/ICMIT.2008.4654408)

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Abstract

The success of e-CRM implementation is dependent on how the initiative is deployed initially. There are no set guidelines to assist in differentiating the options for potential adopters. This study examines three different approaches to e-CRM implementation by 3 SMEs with a view to identifying commonalities and differences in approaches and how these impact success. The three approaches are deployment of a bespoke e-CRM application, deployment of an off-the shelf application and deployment of a proprietary
application. The study indicated all three organizations gained benefits from e-CRM implementation although different processes, technological platform and costs were involved. However, the challenges faced by the organizations occurred in the medium term and ranged from application maintenance to scalability and modification for changing processes.

Item Type: Conference Proceedings
Title of Proceedings: ICMIT 2008. 4th IEEE International Conference on Management of Innovation and Technology, 2008
Additional Information: [1] Presented at and published in proceedings of ICMIT 2008. 4th IEEE International Conference on Management of Innovation and Technology, 2008. Held 21-24 September 2008, Bangkok, Thailand.
Uncontrolled Keywords: e-CRM, SME, customer
Subjects: H Social Sciences > HF Commerce
Faculty / Department / Research Group: Faculty of Business > Supply Chain Management Research Group
Related URLs:
Last Modified: 14 Oct 2016 09:27
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/11275

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