SUCCESS FACTORS OF MOBILE CRM PROJECTS – AN OVERVIEW - Description of Objectives and Success Factors of Mobile CRM Projects

Matthias Hartel, Rebecca Bulander

Abstract

Mobile Customer Relationship Management (mCRM) frames the interface between business and client by supporting mobile actors using mobile terminals with mobile business processes. Experiences from the CRM background show difficulties in the implementation phase. Two reasons are responsible for these difficulties: poor execution of the project and unattainable project objectives. Therefore achievable objectives and success factors of mCRM projects are identified in this article, analysing scientific publications and best-practice cases. Initially the potential project objectives are discovered. Following the success factors of mCRM projects are determined and finally the achieved goals in projects are ascertained.

References

  1. Alt, R. & Puschmann, T., 2004. Successful Practices in Customer Relationship Management. In Proceedings of the 37th Hawaii International Conference on System Sciences, Hawaii. IEEE Computer Society.
  2. Belout, A. & Gauvreau, C., 2004. Factors influencing project success: the impact of human resource management. In International Journal of Project Management , vol. 22, no. 1, pages 1-11.
  3. Boyton, A. & Zmund, R., 1984. An Assesment of Critical Sucess Factors. In Sloan Management Review, vol. 4, pages 17-27.
  4. Diller, H., 2002. Grundprinzipien des Marketing (in German). GIM, Nürnberg.
  5. Dyché, J., 2002. The CRM-Handbook. Addison-Wesley, Boston. 2002.
  6. Fritz, W., 1990. Marketing - Ein Schlüsselfaktor des Unternehmenserfolges? (in German). In Marketing ZFP, vol. 3 pages 91-106.
  7. Hahn, D., 1999. Strategische Unternehmensführung - Grundkonzept (in German). In Hahn, D. & Taylor, B. (Ed.), Strategische Unternehmungsplanung, Physica, Heidelberg, pages 28-50.
  8. Hampe, F. & Schwabe, G., 2002. Mobiles Customer Relationship Management (in German). In Reichwald, R. (Ed.), Mobile Kommunikation, Gabler, Wiesbaden.
  9. Hippner, H., 2004. Zur Konzeption von Kundenbeziehungsstrategien (in German). In Hippner, H. & Wilde, K. (Ed.), Management von CRM-Projekten, Gabler, Wiesbaden, pages 33-66.
  10. Homburg, C. & Bruhn, M., 2000. Kundenbindungsmanagement - Eine Einführung (in German). In Bruhn, M. & Homburg, C. (Ed.), Handbuch Kundenbindungsmanagement, Gabler, Wiesbaden, pages 3-36.
  11. Kotler, P. & Bliemel, F., 2001. Marketing Management. Poeschel, Stuttgart.
  12. Neubauer, F. 1999. Das PIMS-Programm und PortfolioManagement (in German). In Hahn, D. & Taylor, B. (Ed.), Strategische Unternehmungsplanung, Physica, Heidelberg, pages 469-496.
  13. Packendorff, J., 1995. Inquiring into the temporary organization: new directions for project management research. In Scandinavian Journal of Management, vol. 11, no. 4, pages 309-333.
  14. Pinto, J. & Prescott, J., 1990. Planning and tactical factors in the project implementation phase. In Journal of Management studies, vol. 27, no. 3, pages 305-327.
  15. Salomann, H., Dous, M., Kolbe, L. & Brenner, W., 2005. Customer Relationship Management Survey - Status Quo and Future Challenges. Institute of Information Management at the University of St. Gallen.
  16. Sundararajan, P., 2002. Emerging Mobile Customer Relationship Management. In Applications in Financial Services. EAI Journal, Mai 2002, S. 44-47.
  17. Thompson, E., Davies, J. & Frey, N., 2002. Gartner's 2002 European CRM Survey: As Projects Progress, Challenges Abound.
Download


Paper Citation


in Harvard Style

Hartel M. and Bulander R. (2006). SUCCESS FACTORS OF MOBILE CRM PROJECTS – AN OVERVIEW - Description of Objectives and Success Factors of Mobile CRM Projects . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006) ISBN 978-972-8865-62-7, pages 306-312. DOI: 10.5220/0001428203060312


in Bibtex Style

@conference{ice-b06,
author={Matthias Hartel and Rebecca Bulander},
title={SUCCESS FACTORS OF MOBILE CRM PROJECTS – AN OVERVIEW - Description of Objectives and Success Factors of Mobile CRM Projects},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006)},
year={2006},
pages={306-312},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001428203060312},
isbn={978-972-8865-62-7},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2006)
TI - SUCCESS FACTORS OF MOBILE CRM PROJECTS – AN OVERVIEW - Description of Objectives and Success Factors of Mobile CRM Projects
SN - 978-972-8865-62-7
AU - Hartel M.
AU - Bulander R.
PY - 2006
SP - 306
EP - 312
DO - 10.5220/0001428203060312