eCRM system

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eCRM -system

• CRM relationship marketing or customer
  management
• eCRM sales force automation tool
• eCRM more active, customer-centric and
  information seeking than CRM
• Several eCRM technologies
• A lot of failures in CRM implementations

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Research papers

• Chen Qimei, Chen Hong-Mei. (2004). Exploring the
  success factors of eCRM strategies in practice
  Journal of Database Marketing Customer Strategy
  Management.
• Cunningham Colleen, Song Il-Yeol, Chen Peter P.
  (2006). Data Warehouse Design to Support Customer
  Relationship Management Analyses. Journal of
  Database Management
• Van Bentum Ralph, Stone Merlin (2005). Customer
  relationship management and the impact of
  corporate culture A European study. Journal of
  Database Marketing Customer Strategy
  Management.
• Fjermestad Jerry, Romano Jr. C Nicholas. (2003)
  Electronic customer relationship management
  Revisiting the general principles of usability
  and resistance an integrative implementation
  framework. Business Process Management Journal.
• Xu Mark, Walton John (2005). Gaining customer
  knowledge through analytical CRM. Industrial
  Management Data Systems
• Blery Evangelia, Michalakopoulos Michalis (2006).
  Customer relationship management A case study of
  a Greek bank. Journal of Financial Services
  Marketing

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Exploring the success factors of eCRM strategies
in practice

• Net benefits
• Qualitative and quantitative research methods
• 180 companies, 12 industries 15
  companies/industry 36 in-depth interviews
• Survival model for eCRM strategy implementation
• 6 major success factors, 2-5 sub-factors
• Large companies taking better care of customers,
  medium companies efficient communication, small
  companies marketplace to meet more customers

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Data warehouse design to support crm analyses

• Factors that affect design decisions for CRM data
  warehouses
• Multidimensional model
• Model is tested with an experiment using
  hypothesis the proposed data warehouse starter
  model has a positive impact on the ability to
  perform CRM analysis
• Percent success ratio and CRM suitability ratio
• Case study using manufacturing company is used to
  validate the model
• Guideline for companies in the selection and
  evaluation of CRM data warehouses

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Crm and the impact of corporate culture

• Dependency between crm implementation and culture
• 8 hypothesis
• Online questionnaires to companies
• Several statistical methods used
• Model of crm culture building elements
• No single crm culture exists

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eCRM management revisiting the general
principles of usability and resistance

• Analyzes 13 case studies from 3 business press
  magazines and one academic journal
• -- 2 analyzes limited success and successful
  implementations
• Model for analyzing case studies in the light of
  usability and resistance
• Need to focus on the users and their needs and
  the overall strategy

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Gaining customer knowledge through analytical CRM

• How to acquire customer knowledge -- how an
  analytical CRM system can be developed
• How to deliver the knowledge to internal and
  external users
• 20 CRM systems were selceted
• Model of an analytical CRM system for customer
  knowledge acquisition is created and evaluated
• Success relies on senior managers awareness and
  support
• Organizational changes are required

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Crm A case study of a Greek bank

• Snowball and Maximum variation sampling
  methods
• 8 in depth-interviews secondary data
• Qualitative content analysis method
• Benefits reduced costs, decreased complexity and
  improved operations
• CSFs effective project management, realistic
  time scheduling, perfect programming and not
  exceeding the budget

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Comparison of the papers
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Comparison of the papers continues
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Future research

• Why are eCRMs not used efficiently?
• The causes of eCRM system failures
• How to guarantee profit from eCRM?
• How could eCRM be used efficiently in banks?
• Cost and benefit analyses of implementing eCRM.

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