Establishing realistic performance measurements for customer relationship management in the SME context [article]

Siriphan Pinnington, UH Research Archive, UH Research Archive
This research reviews aspects. of Customer Relationship Management (CRM) literature. It examines, in particular, the area of CRM performance measurement. The main objective of this research is to develop a business-orientated measurement tool for the assessment of CRM performance. The research context is set within the Small and Medium-sized Enterprises (SMEs) across the United Kingdom. Although the literature review showed that there are both successful· and unsuccessful cases of CRM
more » ... es of CRM performance, the research highlighted a significant issue concerning CRM performance measurement. It was found that many companies are unable to quantify their performance claims. Additionally, there is little or no strong evidence that companies measure their CRM performance, it is therefore questionable in regard to the justification of reported cases of CRM success and failure. Further literature evidence on the area of existing CRM performance measurement tools was critically reviewed. Overall the evidence points to the need for a simplified and realistic measurement tool that is based on what CRM user companies are actually doing or capable of doing regarding the assessment of CRM performance. Research methodological approaches undertaken were hierarchical in their nature. Two stages of empirical work were conducted: questionnaire survey and semistructured interviews. The questionnaire survey covered the scope of 2,200 SMEs across the United Kingdom. The survey aimed to identify Key Performance Indicators (KPIs) ,adopted by companies and to also create a profile of CRM companies for the next phase of research. The interview stage aimed to gain insight into CRM performance measurement in order to aid the development of a practical and business-orientated CRM performance measurement framework. There were 26 self-selected CRM user companies involved at the interview stage. Results from the quantitative analysis of survey data revealed a number of KPIs adopted by companies including the profile of CRM users. The qualitative· [...]
doi:10.18745/th.14359 fatcat:s52vc35enzel3l4nhdq6jzbq74