A PROCESS FOR DETERMINING USER REQUIREMENTS IN eCRM DEVELOPMENT - A Strategic Aspect and Empirical Examination

Abstract

Customer relationship management (CRM) has incerasingly become important while business focus has shifted from product-centric to customer-centric,. However, many organizations fail to achieve the objectives. One of the important determinants is the deployment of electronic CRM (eCRM) in organizations. In essence, CRM is complex in comprising product, channel, consumer, delivery, and service aspects. This requires different approaches in eCRM development. Determining user requirement is the most important phase and the key to the final success in system use. This research proposes a strategy-based process for system requirement analysis. Previous research has not discussed the important role of the CRM strategies in building eCRM. Moreover, the implemenation process was only reported partially in literature. Basically, the framework contains three steps: (1) define CRM strategies, (2) identify consumer and marketing characteristics, and (3) determine system requirements. This framework is further examined by empirical data. The results indicate that CRM strategies have positive impact on system requirement analysis while developing eCRM.