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Title:
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A CONCEPTUAL MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT ALIGNMENT |
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Author(s):
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Norshidah Mohamed, Nor Shahriza Abdul Karim, Murni Mahmud, Abdul Rahman Ahlan, Ramlah Hussein, Jasber Kaur |
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ISBN:
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978-972-8939-68-7 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías and Philip Powell |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Business strategy, customer relationship management, strategic alignment, information systems strategy, balanced scorecard |
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Type:
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Short Paper |
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First Page:
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321 |
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Last Page:
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326 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The paper proposes a conceptual model of customer relationship management (CRM) alignment. The research adopts the business-information systems (IS) strategic alignment model, CRM process and technology perspectives and effectiveness of CRM as a basis. Based on a review of CRM, we propose CRM alignment to consist of business-IS strategic alignment and CRM process-IS alignment. The impact of CRM alignment is CRM performance that is modeled using the Balanced Scorecard framework. As the research is in-progress, the results of pilot study are presented in the paper. |
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