A conceptual model of customer relationship management alignment

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 alignm...

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Bibliographic Details
Main Authors: Mohamed, Norshidah, Abdul Karim, Nor Shahriza, Mahmud, Murni, Ahlan, Abdul Rahman, Hussein, Ramlah, Kaur, Jasber
Other Authors: Nunes, Miguel Baptista
Format: Book Section
Published: International Association for Development of the Information Society 2012
Subjects:
Online Access:http://eprints.utm.my/id/eprint/35750/
http://www.iadisportal.org/digital-library/a-conceptual-model-of-customer-relationship-management-alignment
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Summary: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.