Deploying a CRM system in practice — Understanding the user experience

Abstract

The purpose of this study is to investigate users' perception of Salespoint.com, which is a web-based CRM software application developed by Marketpoint, UK. An online survey was administered to 206 users from six international companies. The findings of the study suggest that usefulness of marketing database search, ease of navigation and usefulness of statistics functions are the key aspects of overall satisfaction with Salespoint.com. Users' intention to recommend is positively influenced by usefulness of marketing database search, ease of navigation and degree of customisation. The study discusses theoretical and practical implications for improving the quality of web-based CRM softwares from the user's point of view. [PUBLICATION ABSTRACT]