Critical Success Factors of Customer Relationships Management (2004)

Critical Success Factors (CSF) – The complex, uncertain and changeable business environment, which is characterized by advanced technologies and enhanced customer knowledge, has greatly influenced the strategies that enterprises should implement in order to remain competitive. It is generally recognized that the shift in the role of the consumer is a change that affects the way of doing business. Consumers have greatly benefited from the emergence of cell phones and other mobile devices, including wireless Internet and media channels, which give them access to a huge amount of information easily and quickly.

Consumers have become connected, informed and active rather than isolated, unaware and passive as they were a few years ago. In other words, it could be claimed that current consumers are more powerful based on the concept that information technology, characterized as a tool for human empowerment, has enabled them to have access to crucial information.

Additionally, the advent of the E-Business world has resulted in customers being in charge, due to the fact that they have plenty of choices and can switch companies with just a click of the mouse. It could be claimed that customers are the most valuable but also the scarcest assets of a company. Products, stores, factories, web addresses and even the workforce can be claimed to be of less worth than sustainable customer relationships.

Therefore, customer care is a critical area for the attention of enterprises. Managing customers and the customer experience is believed to be a very crucial ingredient for competitive success. The underlying idea is that the way to success is to do what works best for customers and that by staying true to this philosophy, instead of just providing superior products or services, it should be possible to create a strong competitive business.

• 25,000 words – 128 pages in length
• Excellent use of literature
• Good use of business and marketing models
• Expertly written throughout
• Includes questionnaire
• Ideal for marketing, business and management students

1. Introduction

2. Literature Review
Introduction to the Literature Review
CRM definitions
History of CRM
Fundamental concepts on CRM
The concept of ‘customer’
‘The Bad and the Good’ customer
Valuable customer
Profitable customer
Loyalty and Customer Relationship Management
Customer Loyalty and Profitability
Loyalty and Customer Satisfaction
Loyalty and Customer Value
Critical Success Factors (CSFs) of CRM
Introduction to CSFs
Customer-focused business strategy
CRM-friendly organisation structure
CRM Technologies
Data Warehouse
Data Mining
CRM-savvy organisation culture
CRM Success Measurements
Top management commitment

3. Methodology
Introduction
Secondary data analysis

4. Theoretical Framework
Introduction to the framework and reasons for its selection
Description of the Seven- S Framework

5. Analysis
Introduction to the Analysis
Application of the Seven- S Framework to the Critical Success Factors of CRM
Strategy – CRM
Style – CRM
Skills – CRM
Staff – CRM
Systems – CRM
Structure – CRM
Shared Values – CRM

6. Conclusion

References

Appendix Section
Customer Types
Valuable customer
Customer classifications according their profitability
Loyalty definitions
Customer Loyalty and Profitability
Customer Loyalty and Satisfaction
Loyalty and Customer Value
Graphical illustration of CRM post-implementation measurable benefits
Graphical illustration of identifying targeted customers
Graphical illustration of Customer Value Management
Reciprocity model
Example of CRM marketing organization
Operational – Analytical-Collaborative CRM
Data warehouse
Data mining tasks
Corporate Information Factory
BSC/CRM example