Garbage in garbage out: Improving the efficiency and effectiveness of CRM systems from the perspective of CRM users
This study examined the manner in which Client Relationship Management (CRM) systems are utilized from the perspective of the CRM system users. The purpose of this study was to gain a better understanding of how organizations utilize CRM systems, and whether the manner in which these value-added technology systems are utilized impacts the reported success and failure rates of the CRM system implementation. This qualitative study examined the experiences shared by sales people employed within the mutual fund industry. Whereas prior studies focused on technology acceptance and implementation to gain an understanding into this phenomenon, this study focused on the utilization of the CRM system from the user’s perspective. The study found that management requirements for CRM system utilization through the use of tracking and goal setting reduced the data integrity of the CRM system. Organizations that utilized the CRM system to track activities rather than sales results diminished the data integrity of the CRM system because of intentional poor user data input. This method of utilization, coupled with data that was downloaded from incompatible technology systems, created a ‘garbage in garbage out’ technology system that potentially reduced the quality of strategic decision making among numerous business units within the organization. Furthermore, poor communication between business units that utilized the CRM system was found to increase unintentional poor data input as CRM users lacked the understanding of how their data input impacted the strategic decision making of other business units within the organization. Utilization of the CRM system as a business planning tool rather than a tracking tool combined with the availability of third party resources such as scheduling services and transcription services, resulted in more positive experiences as shared by the CRM users who participated in this study. Through an increased understanding of how utilization might impact the success or failure of a CRM system, organizations can implement organizational structures to utilize these valueadded technologies to gain a competitive advantage within their industry.
Customer relationship management;