Business Alignment in the CRM Domain: Predicting CRM Performance

摘要: In this paper we present a framework that aims to answer the central question why some organizations are successful in CRM domain, while others not. The is built on two foundations. first claims an organization’s performance positively affected by aligning activities according five business dimensions: strategy, monitoring and control, organization processes, employees culture, IT. Secondly, it hypothesized additionally influenced integrating four areas: customer insight, contact, marketing. This twofold hypothesis tested empirically using data from thirty questionnaires were completed equal number of Dutch marketing, sales account managers. All respondents had experience with concept represented large variety size sector. Several construction methods applied order operationalize alignment performance. Bivariate analysis supports hypothesis. We conclude critical success factor for embarking initiatives.