Critical success factors for the successful customer relationship management: a conceptual case study

Abstract

Customer Relationship Management (CRM) technology have integrated the latest information technology, including: internet and E-commerce, multi-media technology, data warehousing data mining and artificial intelligence. This is all about the value of customer relationship management. It congregate the scattering data through the process of analysis, it provide a comprehensive and holistic view of certain individual customers. Customer Relationship Management originated and prevailed among western companies, it has already spread in many East Asian countries, such as: Japan, Korean, India and China etc. In order to improve the existing CRM implementation process and enhance the success rate of the CRM implementation, we present the most important Critical Success Factors for the CRM implementation through literature reviews, the chosen CSFs were based on previous studies in the CRM implementation field, focus on the identification of CRM projects, whether they have achieved success or subject to obscure deficiency. Subsequently, the literature study will provide us a group of CSFs which considered to be a comprehensive summarization of those most important factors for CRM implementation projects. It is a challenging work, still some points are summarized.