Pre-implementation Phase of Adopting CRM Strategy: Evidence from Swedish Specialist Hospital in Iraq

Abstract

Customer relationship management (CRM) has the possibility of accomplishing growth and success for companies in today’s environment of widespread competition and speedy technological advancement. It is believed to impact positively on organizations’ success at different sectors. Swedish hospital is an ideal example of an organization that can enjoy full impact of CRM as it is an emerging hospital operating in Erbil competitive market. This study is set out to help Swedish hospital management to obtain a clear view of their customers and better satisfying their needs through developing a standard framework for implementing CRM. The study went through phases starting from reviewing the related literature to identify the elements of CRM and investigate its implantation models. The data for the study was drawn using qualitative approach which is carried out through conducting an interview with the top management staff of Swedish hospital. The findings derived from the interview interpretation coupled with the theories obtained from the literature assisted in formulating the new proposed CRM strategy framework, which can indeed help in developing a good customer relationship and providing good quality services.

Keywords: Customer Relationship Management (CRM); IDIC Process Model; CRM Implementation.