Initial Customer Relationship System Efficiency Evaluation

Abstract

In order to implement a customer–oriented strategy, many organisations around the world and some organisations in Lithuania have undertaken development of customer relationship systems (CRS). The goal of successful development of a CRS in a company is computerization of customer-related company processes, improvement of sales commands and efficiency of customer services centres, and, with the help of data analysis, more precise planning and implementation of marketing campaigns. The outcome of such an initiative should be a better financial situation for the company. However statistical information published in various scientific and practical sources says that about 60% of the companies who try to implement a CRS suffer failure to a lesser or greater extent. Initial evaluation of CRS efficiency is analysed in this paper. Authors of this paper provide identified quantitative and qualitative factors that have an impact on CRS efficiency and introduce model that assist in carrying out efficiency evaluation of a CRS prior to purchase, development or rent.