How to assess organizational and strategic impacts of customer relationship management: A multi-perspective performance evaluation method

作者：

Highlights：

• The literature on CRM performance measurement is explored, highlighting needs and avenues for improvements.

• Based on an in-depth literature review and experts’ opinions, this study develops an innovative CRM performance evaluation method to support managers in assessing the organizational and strategic impacts of a CRM project.

• The accuracy and meaningfulness of the method are validated, and its utility and feasibility tested within a sample of companies.

摘要

•The literature on CRM performance measurement is explored, highlighting needs and avenues for improvements.•Based on an in-depth literature review and experts’ opinions, this study develops an innovative CRM performance evaluation method to support managers in assessing the organizational and strategic impacts of a CRM project.•The accuracy and meaningfulness of the method are validated, and its utility and feasibility tested within a sample of companies.

论文关键词：Customer Relationship Management,CRM scorecard,CRM implementation,Evaluation criteria,Performance measurement

论文评审过程：Received 4 November 2020, Revised 6 December 2021, Accepted 27 March 2022, Available online 4 April 2022, Version of Record 7 April 2022.

论文官网地址：https://doi.org/10.1016/j.eswa.2022.117024