CRM Success Factors in Software Services firm: A Case Study Analysis

Abstract

This study is undertaken to gain better understanding of Customer Relationship Management (CRM) success factors in software service and Information Technology (IT) companies. The literature on CRM gives the impression of being inconsistent. The objective is to uncover the success factors associated with a CRM project. A case study involving a Bangalore based IT company 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. The study confirms that the people, process and technology factors are crucial for a CRM program. IT companies are emerging significantly all over the world especially in Asia. These companies operate in a very competitive market and there is a need to distinguish a service from the competition, for survival. The effective use of CRM systems to improve service, performance, customer satisfaction and productivity is essential. However, the success factors for CRM in the service industry have not yet been studied. The value of this paper is that it illustrates how a case study approach can be used to understand the real CRM success factor in software service firms.

Keywords: Software service industry, CRM success factor, Implementation, Case study investigation