Conceptualising the requirements of CRM from an organisational perspective : a review of the literature

For an organisation to undertake a Customer Relationship Management (CRM) implementation program it needs to consider a multitude of requirements. Some authors have hinted at viewing CRM within a wider perspective than just  customer centric perspectives. The aim of this paper is to discuss the domain and conceptualise some of the requirements of CRM from an organisation’s point of view. However, CRM needs to be identified as the whole organisation, including its internal and external environments. Undertaking CRM in any organisation needs to be preceded by a sequence of stages. An organization needs to develop a roadmap outlining the path to become CRM centric. Therefore an organisation should address, or at least consider, a list of those factors at every stage of a CRM implementation program, for an implementation program to be effective. The main focus of literature in CRM has been customer centric. This paper, being the first stage of much wider research, will focus on the organisation and the internal environment. This paper will identify three information systems (IS) and information technology (IT) requirements in organisations that are integral parts of CRM. These need to achieve a level of synergy for successful CRM. To understand these three requirements (front-end systems, back-end systems, and datahandling technologies) in a CRM project is too great in magnitude at this early stage of the research. This paper begins to draw together the tenuous links between the three requirements of information systems (IS) and information technology (IT) systems. Writing this paper and shifting its focus towards requirements engineering, the author has realised that a whole area of literature has to be explored, because CRM is another IS implementation.

Analysis of stakeholder concerns with a view to avoid organisational conflict in B2B systems

In recent years there has been a remarkable increase in information exchange between organizations due to changes in market structures and new forms of business relationships. The increase in the volume of business-to-business (B2B) transactions has contributed significantly to the expanding need for electronic systems that could effectively support communication between collaborating organizations. Examples of such collaborating systems include those that offer various types of business-to-business services, e.g. electronic commerce, electronic procurement systems, electronic links between legacy systems, or outsourced systems providing data processing services via electronic media. Development and running of B2B electronic systems has not been problem free. One of the most intractable issues found in B2B systems is the prevalence of inter-organisational conflict reported to exist and persists between the participants of interorganisational electronic networks. There have been very few attempts, however, to prescribe any practical method of detecting the antecedents of such conflict early in B2B development to facilitate smooth construction and the subsequent operation of B2B services. The research reported in this paper focuses on the identification and analysis of antecedent conflict in a joint process involving different organizations in a B2B venture. The proposed method involves identification of domain stakeholders, capturing and packaging their views and concerns into a reusable form, and the application of captured domain experience in B2B systems development. The concepts and methods introduced in this paper have been illustrated with examples drawn from our study of six web-enabled payroll systems.

Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations

This paper explores the market orientation and marketing culture of all staff within a nonprofit organisation to ascertain the extent to which members of the organisation support or create barriers to the implementation of the marketing concept. Of particular interest in this research is the role of nonprofit organisations, which are often thought of as having a production, rather than marketing focus. Consequently, there may be cultural and behavioural conflicts between, for example, marketing personnel and production personnel. This paper provides a brief overview of the existing literature in the field of market orientation and marketing culture. After detailing the general research design, a summary of the results of 11 initial focus groups, consisting of all staff in one nonprofit organisation, is presented. The findings indicate that while all areas within this organisation are committed to marketing, there are various interpretations of marketing and how it should be implemented.

Organisational transformation through CRM implementation: a descriptive case study

CRM is becoming critical to organisations worldwide as global competition increases and technological innovations in communication continue to emerge. In this descriptive case study, we have investigated a utility provider – with a geographical monopoly, who has successfully implemented a complaint management system, as part of their CRM process transformation. We have applied the teleological process theory (Ven de Ven and Poole 1995) to describe the organisational change, based on our empirical research.

The measurement of trust in inter-organisational networks: a conceptual framework and research design

The aim of this paper is to outline a conceptual model and research design for measuring trust in inter-organisational networks which has the potential to be a ‘blueprint’ for a large-scale, multilevel study of trust in networks. Inter-organisational networks are increasingly recognised as a means to achieve economic and social exchange yet, how these networks operate is less widely understood. Trust is widely identified as being essential to the functioning of networks forms of organisation. In order to analyse trust in networks the Social Relations Model (Kenny 1994) of interpersonal perception is applied here. Insights from this model are used to specify relevant components of trust; and extended by incorporating measures of trust at the level of the work group.

Marketing readiness of websites and organisational performance in Australia and New Zealand: a discussion of pre-test findings

The Web played a role in the burst of economic activity that occurred in the late 1990s that saw company values dramatically rise and fall, business and government processes reshaped, traditional marketing media challenged, and much written concerning the benefits to customers from the adoption of what was initially termed e-commerce. Initial empirical studies of Australian and New Zealand business and government use of the Web found that while the Web was used for marketing communication, it was not as favoured as trade press reports suggested as a marketing transaction channel, nor for relationship management. This paper, which reports the findings of a pre-test of the self-administered online questionnaire stage of a three-phase study, suggests that little has changed in organisational use of the Web in Australia and New Zealand since the late 1990s, even among high network traffic organisations. The pre-test findings reported do not present a clear picture concerning the influence of strategic use of traditional and online marketing mix elements on organisational performance. Analysis employing a Marketing Readiness of Website Indicator (MRWI) content analysis tool is shown not to predict organisational performance as hypothesised.

Pricing in the museum sector : the need to balance social responsibility and organisational viability

An essential component of marketing strategy is pricing. Pricing in museums, however, is problematic as issues beyond cost recovery or surplus, such as social responsibilities, need to be considered. This area of marketing is under researched. The aim of this study is to address the research gap by synthesising the literature on pricing strategy in the museum sector. The study found that there are a number of strategies being advocated with regard to pricing in the museum sector in the literature, each representing various perspectives of museology. A research agenda was proposed to assist marketers in the museum sector to meet their organisational needs, whilst balancing their social responsibilities.

The contextual nature of the market orientation and organisational performance relationship: an Australian and New Zealand study

As part of a broader study of the relationship between traditional and online marketing mix elements and organisational performance, the study reported in this paper utilised structural equation modelling to examine the relationship between market orientation and organisational performance. The study found that there was an insignificant relationship between market orientation and organisational performance, thereby lending support to studies conducted in the UK, Ghana, and the US (since the studies in the US by Narver and Slater (1990)), which found that there may be a contextual nature to the relationship between the two constructs. The study, therefore, does not support Pulendran et al. (2000).

An exploration of high performance practices through individual and organisational values

This study examines the extent to which the values consistent with the new organizational paradigm of High Performance Work Systems (HPWS) are perceived to be important to a range of professionals and the extent to which they are perceived to be important to organizations. Findings reveal there are contrasts between the hierarchies of individual and organisational values. There is stronger support by individuals than their organisations for the values underpinning the HPWS paradigm. These levels of individual - organisational value incongruence have implications for individual job satisfaction and motivation and for organizational effectiveness and in bridging the gap between the rhetoric of espoused values and reality of values in action.

The influence of marketing logistics networks on organisational performance in Australia and New Zealand

Predictions concerning the influence of traditional and online marketing logistics network competency on organisational performance were tested via structural equation modelling employing a sample of Australian and New Zealand companies. The study finds a significant influence of the use of traditional marketing logistics networks on organisational performance, but that the use of the Web in this regard is yet to have such an influence.

Towards an organisational disaster risk management culture and practice for banks

The disaster risk management culture and practice that is evident within banks will significantly impact upon the capability and preparedness of institutions and their personnel to plan for, and respond to, an occurrence that may affect the continuity of critical business functions. The principal outcome of this paper is the development of a structured education and training framework that will support the achievement of banks' disaster risk management objective. The education and training framework comprises three specific programs: 1. an induction/awareness program targeted to all personnel; 2. a contingency planning program - a specialist program for disaster risk management personnel; and 3. an executive program designed for senior management, directors and strategic decision makers.