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Applying EA perspective to CRM: developing a competency framework
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Orientador(es)
Resumo(s)
Customer relationship management (CRM) is getting attention as a business approach for new way of dealing with customer relationships. Although information technology is an important component of CRM, technology itself is not complete as a technology. Literature reports empirical evidences that a very high percentage of CRM projects fail to meet expectations from the business perspective despite the advance of tecnology. In this study, we explore possible causes of failures in CRM projects and use the concept of enterprise architecture (EA) in explaining failures. Applying the EA concept, it is argued here that organizational competencies in unstructured decision making are very critical for CRM success. Subsequent case analysis supports the theoretical underpinnings of the argument.
Descrição
Palavras-chave
Customer Relationship Management (CRM) Information Technology Advance of Technology Enterprise Arquitecture (EA) Organizational Competencies
Contexto Educativo
Citação
Caldeira, Mário … [et al.].(2008). "Applying EA perspective to CRM: Developing a competency framework." 3rd International Conference on Convergence and Hybrid Information Technology. 2008. Vol. 2. IEEE: pp. 1029-1034.
Editora
IEEE Xplore