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Conceptualising the requirements of CRM from an organisational perspective : a review of the literature

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conference contribution
posted on 2002-01-01, 00:00 authored by Olaf Boon, B Corbitt, Craig Parker
For an organisation to undertake a Customer Relationship Management (CRM) implementation program it needs to consider a multitude of requirements. Some authors have hinted at viewing CRM within a wider perspective than just  customer centric perspectives. The aim of this paper is to discuss the domain and conceptualise some of the requirements of CRM from an organisation’s point of view. However, CRM needs to be identified as the whole organisation, including its internal and external environments. Undertaking CRM in any organisation needs to be preceded by a sequence of stages. An organization needs to develop a roadmap outlining the path to become CRM centric. Therefore an organisation should address, or at least consider, a list of those factors at every stage of a CRM implementation program, for an implementation program to be effective. The main focus of literature in CRM has been customer centric. This paper, being the first stage of much wider research, will focus on the organisation and the internal environment. This paper will identify three information systems (IS) and information technology (IT) requirements in organisations that are integral parts of CRM. These need to achieve a level of synergy for successful CRM. To understand these three requirements (front-end systems, back-end systems, and datahandling technologies) in a CRM project is too great in magnitude at this early stage of the research. This paper begins to draw together the tenuous links between the three requirements of information systems (IS) and information technology (IT) systems. Writing this paper and shifting its focus towards requirements engineering, the author has realised that a whole area of literature has to be explored, because CRM is another IS implementation.

History

Title of proceedings

AWRE 2002 : Proceedings of the 7th Australian Workshop on Requirements Engineering

Event

Australian Workshop on Requirements Engineering (7th : 2002 : Melbourne, Victoria)

Pagination

83 - 95

Publisher

Deakin University

Location

Melbourne, Victoria

Place of publication

Melbourne, Vic.

Start date

2002-12-02

End date

2002-12-03

ISBN-13

9780730025665

ISBN-10

0730025667

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed; E Conference publication

Copyright notice

2002, The authors

Editor/Contributor(s)

J Cybulski, L Nguyen, J Lamp, R Smith

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