A conceptual model of customer relationship management alignment
The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information system (IS) strategic alignment model, CRM process and technology perspectives and effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM align...
| Main Authors: | , , , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
IADIS
2012
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/25346/ http://irep.iium.edu.my/25346/ http://irep.iium.edu.my/25346/1/crm_iadis_mohamed_etal-FRGS.pdf |
| Summary: | The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information system (IS) strategic alignment model, CRM process and technology perspectives and
effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM alignment to consist of business-IS strategic alignment and CRM process-IS alignment. The impact of CRM-alignment is CRM performance that is modeled
using the Balanced Scorecard framework. As the research is in-progress, the results of pilot study are presented in the paper. |
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