Strategy, technology and organisational alignment: Key components of CRM success

Abstract

The role of technology in successful customer relationship management (CRM) implementation is a perennial subject of concern to marketers. This paper reviews CRM studies, especially those with empirical data about the role of technology. The studies consistently indicate that technology is a necessary but not sufficient factor in the ultimate success of a CRM system. The paper then presents a model of CRM implementation that positions technology as an enabler of CRM success, but identifies other marketing and organisational issues as key drivers. It includes a case history of successful CRM implementation that features a staged approach to both technology integration and organisational readiness.