Στρατηγική διαχείρισης σχέσεων με τους πελάτες με την υποστήριξη των νέων τεχνολογιών
Strategic perspective of CRM implementation in the digital era
Αγαπητού, Χρύσα Γεώργιος
The importance of Customer Relationship Management as a source of competitive advantage has been recognized for decades. However, during the recent years, emphasis and attention have been increasingly given to the expansion of New Technologies which offer new opportunities for both businesses and customers. New Technologies play a critical role in maintaining the relationship between businesses and customers because they provide the basis for building stronger relationships with customers. On the other hand, customers form the “heart”, the center of the business, and the organization success depends on the effective management of relationships with them. In the present research, Customer Relationship Management (CRM) is defined as the strategy and process of collection and analysis of data relating to customers, customer segmentation based on their importance to the business, development of communication with customers and provision of customised services to them. In accordance, e-Customer Relationship Management (e-CRM) refers to CRM strategy with use of Internet technology. The present PhD thesis aims to investigate the influence of CRM in gaining a competitive advantage with the support of New Technologies. Moreover, specific objectives are also the research and identification of international and greek literature relating to CRM, New Technologies and Strategy, investigation of the impact of Internet to CRM as well as the implementation of e-CRM. Additional objectives are to analyze CRM relation with business strategy, study and recording of the most important issues that must be addressed during CRM implementation and finally development of a CRM performance measurement and evaluation tool based on the Balanced Scorecard perspectives. The research questionnaires were sent to the first 2000 companies based on their turnover considered, according to relevant international empirical researches, as the most likely to implement CRM. The sampling frame used was the list of ICAP Company and census study was the sampling method chosen. The research lasted three months and from the 2000 questionnaires sent out, the results refer to 232 full and appropriate questionnaires representing the 11,6% of all companies that received the questionnaire. The main findings of the survey show that the majority of businesses recognize the value of CRM and make systematic and structured steps to implement it. Nevertheless, there is little room to development especially in data process, customer segmentation and provision of customised services. Moreover, no significant correlation was found between e-CRM implementation and business performance according to the proposed BSC. Consequently, it can be concluded that businesses are trying to use Internet and develop relevant applications but the whole procedure is still at an early stage to permit specific measurable benefits. During CRM design and implementation, businesses have to deal with specific technical/integration, organizational and management issues, while the technical/integration ones constitute the greater obstacle. Most companies are relatively satisfied by the implementation of CRM strategy and the evolution of their investment, and they are more satisfied by creating maximum value to business products/services for their customers according to the BSC perspectives. Moreover, it was found that the participating companies agree and confirm the importance of the criteria chosen for the evaluation of CRM performance. The majority of companies estimate that CRM supports the competitive strategy of the company and has positively contributed to the increase of the companies’ sales growth. An important finding is that the implementation of CRM strategy can contribute to achieve competitive advantage. Furthermore, it was found that companies presenting higher performance according to the proposed BSC, achieve greater growth in sales, profits and market share in comparison to their competitors.