Purpose

The paper aims to develop a comprehensive framework for adopting an information and communication technology (ICT)-enabled customer relationship management (CRM) system, toward strengthening and expanding the customer basis of the organization.

Design/methodology/approach

Advanced ICT-enabled CRM includes mobile CRM, AI integrated CRM and social CRM and several business organizations have already started exploring their advanced utilization for direct financial gain and indirect “soft” benefits. Most of them, however, are challenged in the process, due to lower-than-demanded adoption of such CRM systems. To deal with the issue, the paper methodologically applies a dual qualitative case study approach that ultimately develops an advanced comprehensive CRM adoption framework.

Findings

The key findings pertaining to the evaluation of organizations’ readiness to adopt advanced ICT-enabled CRM systems in terms of infrastructure and resources, the identification of the critical functional areas of the organization’s focus and the differences in the requisite approaches across industries and organization types.

Practical implications

In the context of the internet and social media, the analysis and management of customer big data and their transcription into useable information is crucial. Traditional and conventional CRM was deemed unable to address this need, thus necessitating the use of advanced ICT-enabled CRM. The proposed corresponding framework tangibly and practically, thus, directs businesses toward the successful deployment of ICT-based CRM systems.

Originality/value

This study constitutes a novel attempt to identify the issues of deployment of ICT-based CRM systems in an organization and proposes a comprehensive framework, which will enable organizations to overcome the barriers when adopting a new system.

中文翻译：

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采用ICT的CRM系统：双重印度定性案例研究和概念框架开发

目的

本文旨在开发一个全面的框架，以采用支持信息和通信技术（ICT）的客户关系管理（CRM）系统，以增强和扩展组织的客户基础。

设计/方法/方法

启用了ICT的高级CRM包括移动CRM，AI集成CRM和社交CRM，一些商业组织已经开始探索其高级利用以获取直接的财务收益和间接的“软”收益。但是，由于采用这种CRM系统的需求低于需求，因此其中大多数都受到了挑战。为了解决这个问题，本文在方法论上应用了双重定性案例研究方法，最终开发了一个先进的综合CRM采用框架。

发现

关键发现涉及评估组织是否准备在基础设施和资源方面采用采用ICT的先进CRM系统，确定组织关注的关键功能领域以及跨行业和跨组织类型的必要方法的差异。

实际影响

在互联网和社交媒体的背景下，客户大数据的分析和管理以及将其转化为可用信息至关重要。传统和常规CRM被认为无法满足此需求，因此必须使用支持ICT的高级CRM。拟议的相应框架切实可行地指导企业成功部署基于ICT的CRM系统。

创意/价值

这项研究是一种新颖的尝试，旨在确定组织中基于ICT的CRM系统的部署问题，并提出一个全面的框架，这将使组织能够在采用新系统时克服障碍。