Integrating Implementation Strategy, Challenges and Success Factors of CRM and e-CRM among Selected FMCG in Nigeria

A.A Adejumo^1,

¹Department of Public Health, Kwara State University, Malete, Ilorin, Nigeria

Cite this paper:
A.A Adejumo. Integrating Implementation Strategy, Challenges and Success Factors of CRM and e-CRM among Selected FMCG in Nigeria. International Journal of Business and Risk Management. 2019; 2(1):27-35. doi: 10.12691/ijbrm-2-1-5

Abstract

Background: The success of CRM initiative in any firm depends greatly on the implementation strategy. Customer relationship management is a key strategy that most firms adopt in their customer management with the intention to enhance their performance and improve loyalty which is by focusing on customers through identification of their needs and strive daily to ensure that those needs are met for their satisfaction in order to achieve a sustainable win-win business-customer relationship. The purpose of this study is to bring to the fall the issues of CRM, the implementation process and success factors of CRM strategy. Methodology: Resource based view was used to considered the success framework of CRM strategy. The study was exploratory with the intention to uncover the themes and variables related to addressing the issues associated with CRM and the possible implementation process. A Qualitative methodology was adopted using an unstructured (semi structured) interview method with open questions to garner information from 2 employees each that are known as CRM/IT experts and having good practical knowledge of CRM usage in five selected FMCG firms that have adopted CRM strategy. Lastly, thematic content analysis was used to determine the themes and their related questions centering on CRM issues, Implementation and success factors. Result: This study concludes that CRM implementation strategy play a vital role in enhancing the growth of an organization economically. It also posit that appropriate implementation strategy of the CRM and e-CRM will help to improve all other component of the CRM, it will also proliferate the technological inclination and adaptability of employees within the organization and as well help in fostering collective mindset and team work within the firm.

Keywords:
format microsoft word template style insert template

This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References:

[1]	Zablah, A.R., Bellenger, D.N. & Johnston, W.J. (2004), "An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon", Industrial Marketing Management, 33(6), pp. 475-489.
[2]	Chen, I. J. & Popovich, K. (2003). Understanding customer relationship management (CRM) – People, process and technology. Business Process Management. 9 (5). pp. 672-688.
[3]	The Path to Customer Centricity, Denish Shah, Roland T. Rust, A. Parasuraman, Richard Staelin and George S. Day, Journal of Service Research 2006; 9; 113.
[4]	Kordalipoor, M., Shahhosseini, R. & Hamidi, K. (2015). A LITERATURE REVIEW ON CUSTOMER RELATIONSHIP MANAGEMENT AND CRITICAL SUCCESS FACTORS, Applied mathematics in Engineering, Management and Technology. 3(3) pp. 401-411.
[5]	Peppers, D., & Rogers, M. (2011). Managing Customer Relationships, 2nd edition, Hoboken: Wiley
[6]	Light, B. (2001). A REVIEW OF THE ISSUES ASSOCIATED WITH CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS, The 9th European Conference on Information Systems.
[7]	Alamgir, M. & Shamsuddoha, M (2015). Customer Relationship Management (CRM) Success Factor: An Exploratory Study, Ecoforum, 4(1) 52-58.
[8]	Schermerhorn, J. R., Jr. (2008). Management (9th ed.). Hoboken, NJ: Wiley.
[9]	Xu, M. & Walton, J. (2005). Gaining customer knowledge through analytical CRM. Industrial Management & Data Systems 105 (7) pp. 955-971.
[10]	Adrian Payne, Pennie Frow; The role of multichannel integration in customer relationship management; August 2004 Industrial Marketing Management 33(6):527-538.
[11]	Mukerjee, K. (2013). "Strategizing for CRM to leverage its benefits", Business Strategy Series, 14 (4) pp.118-122.
[12]	Ahearne, M., Rapp, A., Mariadoss, B. J. & Ganesan, S. (2012). Challenges of CRM Implementation In Business-to-Business Markets: A Contingency Perspective, Journal of Personal Selling & Sales Management, 32(1) pp. 117-129.
[13]	Cao, Y. & Gruca, T.A. (2005), "Reducing adverse selection through customer relationship management", Journal of Marketing, 69 (4) pp. 219-229.
[14]	Varajãoa, J. & Cruz-Cunha, M. M. (2016) Main motivations for CRM adoption by large Portuguese companies – a Principal Component Analysis, Procedia Computer Science, pp. 1269-1279.
[15]	Paliouras, K & Siakas, K. V. (2017) SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT: A CASE STUDY, International Journal of Entrepreneurial Knowledge, 1(5). pp. 20-34.
[16]	Easterby-Smith, M., Thorpe, R. & Jackson, P. (2012). Management Research. 4th ed. London: SAGE Publications.
[17]	Burnard, P., Gill, P., Stewart, K., Treasure, E. & Chadwick, B. (2008) Analyzing and presenting qualitative data, British Dental Journal, 204(8) pp. 429-432.
[18]	Titscher, Stefan, Meyer, Michael, Wodak, Ruth, & Vetter, Eva (2000). Methods of text and discourse analysis (Bryan Jenner, Trans.). London: Sage.
[19]	Rajnish, J., Sangeeta, J. & Upinder, D. (2003), “Measuring customer relationship management”, Journal of Services Research, 2(2), pp. 97-109.
[20]	Kennedy, A., Kelleher, C. & Quigley, M. (2006) “CRM best practices: Getting it right first time at ESB International (ESBI)”, 27(1) pp. 255-272.
[21]	Goldenberg, B. J. (2008) “CRM in Real Time: Empowering Customer Relationships” Information Today, Inc.
[22]	Tanveer, A. (2009). Electronic customer relationship management in online banking. Unpublished Master’s thesis, Luleå University of Technology, Sweden. Retrieved 24 April 2016 from www.divaportal. org/smash/get/diva2:1018049/FULLTEXT01.pdf.
[23]	Harrigan, P., Ramsey, E., and Ibbotson, P. (2009). Investigating the e-CRM activities of Irish SMEs. Journal of Small Business and Enterprise Development, 16(3), 443-465.
[24]	Plakoyiannaki, E. & Tzokas, N. (2002). Customer Relationship Management: A Capabilities Portfolio Perspective, Journal of Database Marketing, Vol. 9(3), pp. 228-237.
[25]	Esteves, J. & Pastor, J. (2001). Enterprise resource planning systems research: An annotated bibliography. Communication of AIS, 7(8), pp.51-52.
[26]	Dale Goodhue, Barbara Wixom, Hugh J. Watson: Realizing Business Benefits Through CRM: Hitting the Right Target in the Right Way. journals/misqe/GoodhueWW02.