m


m

| CRM = relationship marketing or

customer management
| eCRM = sales force automation tool
| eCRM more active, customer-
customer-centric and
information seeking than CRM
| Several eCRM technologies
| A lot of failures in CRM implementations

mm
 m

| Hong-Mei. (2004). Exploring the success factors of eCRM
Chen Qimei, Chen Hong-
strategies in practice 3
  
  
     
| Cunningham Colleen, Song Il- Data Warehouse Design to
Il-Yeol, Chen Peter P. (2006).
Support Customer Relationship Management Analyses. 3
  


| Customer relationship management and
ëan Bentum Ralph, Stone Merlin (2005).
the impact of corporate culture ± A European study. 3
  

 
     
| Electronic customer relationship
G ermestad Jerry, Romano Jr. C Nicholas. (2003)
management: Revisiting the general principles of usability and resistance
± an integrative implementation framework. 
   
3

| Ñu Mark, Walton John (2005). Gaining customer knowledge through analytical
CRM. x
     
| Customer relationship
Blery Evangelia, Michalakopoulos Michalis (2006).
management: A case study of a Greek bank. 3
 
 
î 
mm
 
m

mm

m
| Net benefits
| Qualitative and quantitative research methods
| 180 companies, 12 industries ± 15 companies/industry
± 36 in
in--depth interviews
| Survival model for eCRM strategy implementation
| 6 ma or success factors, 2-
2-5 sub-
sub-factors
| Large companies: taking better care of customers,
medium companies: efficient communication, small
companies: marketplace to meet more customers
J  
mmm
 

  m
| Gactors that affect design decisions for CRM data
warehouses
| Multidimensional model
| Model is tested with an experiment using hypothesis:
the proposed data warehouse starter model has a
positive impact on the ability to perform CRM analysis
| Percent success ratio and CRM suitability ratio
| Case study using manufacturing company is used to
validate the model
| Guideline for companies in the selection and evaluation
of CRM data warehouses

 m 


m
m
| Dependency between crm
implementation and culture
| 8 hypothesis
| Online questionnaires to companies
| Several statistical methods used
| Model of crm culture building elements
| No single crm culture exists
m
  mm
m
mmm

 m
  
m m
| Analyzes 13 case studies from 3 business
press magazines and one academic ournal
| -- 2 analyzes: limited success and successful
implementations
| Model for analyzing case studies in the light of
usability and resistance
| Need to focus on the users and their needs
and the overall strategy
è m
mm

   

| How to acquire customer knowledge -- how an
analytical CRM system can be developed
| How to deliver the knowledge to internal and external
users
| 20 CRM systems were selceted
| Model of an analytical CRM system for customer
knowledge acquisition is created and evaluated
| Success relies on senior managers¶ awareness and
support
| Organizational changes are required

 m 
è
mm 
| ÎSnowballÎ and ÎMaximum variationÎ sampling
methods
| 8 in depth-
depth-interviews + secondary data
| Qualitative content analysis method
| Benefits: reduced costs, decreased complexity
and improved operations
| CSGs: effective pro ect management, realistic
time scheduling, perfect programming and not
exceeding the budget
 
m m

Year Aim Method Result
Exploring the 2004 To find 180 companies Survival model; 6 cfs
success factors CSGs about CRM from 12 different
of eCRM survival industries, 36
strategies in interviews
practice,
Data warehouse 2006 Examines design Hypothesis Guideline for companies
design to support decisions for crm tested with a in the selection and
crm analyses, data warehouses multi--
multi evaluation of crm data
dimensional warehouses
model, case
study used for
validation

Crm and the 2005 To find out if there 8 hypotheses No single crm culture
impact of is a dependency tested, on-
on-line exists
corporate culture between crm questionnares
implementation used
and culture
 
m m

m
Year Aim Method Result
eCRM management: 2003 To review Secondary Guideline to
revisiting the general general data from 13 improve usability
principles of usability usability and case studies and reduce
and resistance resistance analyzed resistance
principles

Gaining customer 2005 How to 20 crm Reliable on senior

knowledge through acquire systems -- managers¶ support,
analytical CRM customer demo system organizational
knowledge changes required

Crm: A case study of a 2006 To analyze Single case Several benefits,4

Greek bank crm benefits study cfs
and problems
G
m
mm


| Why are eCRMs not used efficiently?

| The causes of eCRM system failures
| How to guarantee profit from eCRM?
| How could eCRM be used efficiently in
banks?
| Cost and benefit ±analyses of
implementing eCRM.