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Association for Information Systems

AIS Electronic Library (AISeL)
ICIS 2002 Proceedings International Conference on Information Systems (ICIS)

12-31-2002

Exploring the Critical Success Factors for Customer Relationship Management and Electronic Customer Relationship Management Systems Hee-Woong Kim
National University of Singapore

Gil-Hyung Lee
Korea Christian University

Shan Pan
National University of Singapore

Follow this and additional works at: http://aisel.aisnet.org/icis2002 Recommended Citation Kim, Hee-Woong; Lee, Gil-Hyung; and Pan, Shan, "Exploring the Critical Success Factors for Customer Relationship Management and Electronic Customer Relationship Management Systems" (2002). ICIS 2002 Proceedings. Paper 93. http://aisel.aisnet.org/icis2002/93

This material is brought to you by the International Conference on Information Systems (ICIS) at AIS Electronic Library (AISeL). It has been accepted for inclusion in ICIS 2002 Proceedings by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org.

EXPLORING THE CRITICAL SUCCESS FACTORS FOR CUSTOMER RELATIONSHIP MANAGEMENT AND ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS Hee-Woong Kim National University of Singapore Singapore kimhw@comp.nus.edu.sg Gil-Hyung Lee Korea Christian University Seoul, Korea ghlee56@unitel.co.kr

Shan-Ling Pan National University of Singapore Singapore pansl@comp.nus.edu.sg

Abstract
Both customer relationship management (CRM) and electronic customer relationship management (eCRM) systems have unique characteristics that support customer-business interactions and are linked to internal business processes and systems across different areas for operational and analytical purposes. Such characteristics may imply that different critical success factors are required for both to be successfully implemented. This exploratory study identifies the factors and the interrelationships associated with the success of CRM and eCRM, compares the differences between CRM and eCRM, and discusses the reasons of the differences. Since there are only a few cases of CRM or eCRM systems fully implemented across marketing, technology, people, and business processes, an exploratory multiple-case study is conducted. The current status of CRM research and future research direction are discussed. Keywords: Customer relationship management (CRM), electronic customer relationship management (eCRM), IS success, critical success factors (CSF)

1 INTRODUCTION
An increasing number of companies are considering implementing customer relationship management (CRM) or electronic customer relationship management (eCRM) systems to satisfy the growing expectation of customer service. CRM is a strategy that provides seamless integration of every area of business that touches the customer—namely marketing, sales, customer service and field support—through integration of people, process, and technology. On the other hand, with the advent of Internet-based technology, eCRM systems expand the traditional CRM techniques by integrating technologies of new electronic channels with e-business applications into the overall enterprise CRM strategy (Pan and Lee 2002). Both CRM and eCRM systems have unique characteristics that support customer-business interactions. They are linked to internal business processes and systems across different areas for operational and analytical purposes. Such characteristics may imply different critical success factors (CSFs), which are required for both to be successfully implemented. Thus, the goal in this research is to identify the causal relationships between the CSFs and CRM and eCRM success. Much of the research into information systems (IS) success is focused on identifying the factors leading to success or failure. However, the mechanism and 2002 — Twenty-Third International Conference on Information Systems 885

Kim et al./Critical Success Factors...
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