CRM Implementation in a Software Services firm: a Case Study Analysis

Abstract

This study is undertaken to gain better understanding of CRM implementation in software service companies. The literature on CRM gives the impression of being inconsistent. The objective is to uncover the process of CRM implementation. A case study involving a Bangalore based software service firm which had implemented CRM, was done. Semi-structured interview method was adopted for gathering data. The key finding is that effective leadership is critical for CRM success. Also, findings have shown that CRM implementations have been successful and thus achieved corporate satisfaction. The study confirms that the people, process and technology factors are crucial for a CRM program. Software Services companies are emerging significantly all over the world especially in South Asia. These companies operate in a very competitive market and there is a need to distinguish a service from the competition, for endurance. The effective use of CRM systems to improve service, performance, customer satisfaction and productivity is fundamental. However, the process of CRM implementation in the service industry has not yet been studied. The paper outlines a guideline for a flexible CRM program. The value of this paper is that it illustrates how a case study approach can be used to understand the real implementation process by software service firms.

Keywords: Software service industry, CRM implementation, Key drivers, Case study investigation