Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

Purpose - This paper aims to examine what customer relationship management (CRM) is? What are CRM systems? What factors are critical for the success of a CRM implementation project? And finally what are the key performance indicators (KPl)?

Design/methodology/approach - With the help of extensive review of literature studies already conducted by various authors on CRM and its implementation has helped to set the foundation of research. By applying a deductive/ implied approach, on the findings and literature review, a criteria of success for CRM system implementation and customer knowledge acquisition is developed.

Findings -CRM implementation is synonym to ‘change' both technologically as well as culturally for the way organization sees, reviews: evaluate and cherish its relationships with customers. The application of analytical CRM however remains low, as the provision of these systems is limited to a few leading software vendors, but yes the understanding and knowledge of critical success factors are important in ensuring a smooth operational CRM post implementation.



Available for download on Tuesday, December 31, 2030

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