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Identification of Factors Affecting the Implementation of CRM Systems in Project Based Firms

Asgari Sabet, Parisa | 2012

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 43137 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. Customer relationship management is a comprehensive strategy for managing the relationships with customers. Customer relationship management involves technology for automation, organizing, and adaptation of business processes, including sales activities, marketing and customer service. Main purpose of CRM is finding and attracting new customers, maintaining current customers, attracting the organization's former customers, reducing marketing costs and customer service. Most studies in this area are related to B-C organizations and few studies are related to B-B and especially project based organizations. This study aimed to identify the factors affecting the implementation of customer relationship management systems in project based organizations. In order to achieve this goal, at first a project based organization, MAPNA, was selected for research. Then a series of interviews were performed with units that were in contact with customers and factors affecting the implementation of CRM system were identified. Also four interviews were performed with the main customers of the organization. Analysis performed on interview data, is content analysis. At the end, a questionnaire was sent to various units for verification of identified factors. The major achievement of this research is identifying the main factors affecting the implementation of customer relationship management system, in three dimensions of human resources, process and technology and also integration and corporate strategy. These factors are Customer orientation even in the executive and manufacturing departments, integration of touch points with customers over time, integration of customer satisfaction survey, integration of gathering customer data, integration of relationships and information sharing
  9. Keywords:
  10. Customer Relationship Management ; Project Based Organization ; Human Resources Management ; Process ; Technology ; Strategy ; Integration

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