CRM Adoption Success Factor Analysis and Six Sigma DMAIC Application
Abstract: With today’s increasingly competitive economy, many organizations have initiated customer relationship management (CRM) projects to improve customer satisfaction, revenue growth and employee productivity gains. However, only a few successful CRM implementations have successfully completed.
In order to enhance the CRM implementation process and increase the success rate, in this paper, first we present the most significant success factors for CRM implementation identified by the results of literature reviews and a survey we conducted. Then we propose a strategy to integrate Six Sigma DMAIC methodology with the CRM implementation process addressing five critical success factors (CSF). Finally, we provide a case study to show how the proposed approach can be applied in the real CRM implementation projects. We onclude that by considering the critical success factors, the proposed approach can emphasize the critical part of implementation process and provide high possibility of CRM adoption success.
Introduction: Customer Relationship Management (CRM) was first introduced in the United States in 1990 and has evolved from the Sales Force Automation (SFA), Customer Service System (CSS) to Call Center. It integrates the concepts of modern marketing and field services. It also combines Computer Telephone Integrated Technology (CTIT) and Internet Technology (IT). Throughout more than ten years of evolution, CRM products have become multifarious. In the Chinese market, there are not only many worldfamous vendors of CRM products, such as SAP, Microsoft, Oracle, and Sieble, but also local Chinese vendors such as Unifa, Kingdee and Powerise. Many companies in China have already adopted these CRM applications and have gained benefits such as high customer satisfaction, fast revenue growth and employees’ productivity improvement..
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