Assessment of factors leading to customer relationship management success in telecommunication industry

Abstract

Customer Relationship Management has become the main interest of researchers and practitioners especially in the domains of Marketing and Information Systems (IS). With consideration of importance customer relation role in organization prosperity, Telecom CRM system is the combination of customercentric business strategy and IT technology, therefore, the study of CRM success factors of a telecom is particularly important, in fact, it is a strategic initiative that can enhance competitiveness and increase the new profit-points by increasing business revenue, optimizing profitability and improving customer satisfaction. This study is an overview on success factors that could facilitate successful execution of CRM and assess success factors for telecommunication of Iran. The purpose of this study is to identify and assess the key elements of CRM in the context of Telecommunication of Iran. To accomplish this objective, we adopted an exploratory research approach to identify the CRM key elements and critical factors by means of literature review. After reviewing the preceding studies in the field of CRM success factors, we summarized the critical success factors of CRM execution from Mendoza et al. (2006). Mohammad Almotairi. (2008). Zhedan Pan & Hoyeon Ryu. (2007). Irani, Z. & Love, P.E.D. (2005). Peter Love & David John Edwards. (2009). Rainer Alt. (2004). Introduced factors are also agreed on by most of the reviewed literature. Finally we adopted an explanatory research by means of a survey strategy. 5 pilot interviews conducted with some employees and managers of Iran Telecommunication that their duties were related to the CRM. After elimination of bias, 261 questionnaires were coded and analyzed for investigate with and effective respondents rate of 0.67%. Therefore some of the factors come up from the result of the interview and some of occur from result of questionnaire.