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Managing customer relationship management projects: The case of a large French TeleCommunications Company

Author

Listed:
  • Adel Beldi

    (EM - EMLyon Business School)

  • Walid Cheffi

    (Pôle Finance Responsable - Rouen Business School - Rouen Business School)

  • Prasanta K. Dey

Abstract

Customer relationship management (CRM) implementation projects reflect a growing conceptual shift from the traditional engineering view of projects. Such projects are complex and risky because they call for both organisational and technological changes. This requires effective project management across various phases of the implementation process. However, few empirical researches have dealt with these project management issues. The aim of this research is to investigate how a "project team" manages CRM implementation projects successfully, across the different phases of the implementation process. We conducted an in-depth case study of the "Firm-Clients Branch" of a large telecommunications company in France. The findings show that, to manage CRM implementation projects successfully, an integrated and balanced approach is required. This involves appropriate system selection, effective process re-engineering and further development of organizational structures. We highlight the need for a "technochange approach" to achieve successful organisational transition and effective CRM implementation. The study reveals that the project team plays a central role throughout the implementation phases. Furthermore the effectiveness of technochange depends on project team performance, technology efficiency and close coordination with stakeholders.

Suggested Citation

  • Adel Beldi & Walid Cheffi & Prasanta K. Dey, 2010. "Managing customer relationship management projects: The case of a large French TeleCommunications Company," Post-Print hal-00565506, HAL.
    • Handle: RePEc:hal:journl:hal-00565506
    DOI: 10.1016/j.ijproman.2009.12.004
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    Cited by:

    1. Yuzhu Li & Morgan Shepherd & Julie Yu-Chih Liu & Gary Klein, 2017. "Enhancing development team flexibility in IS projects," Information Technology and Management, Springer, vol. 18(1), pages 83-96, March.
    2. Abdul Alem Mohammed & Basri bin Rashid, 2012. "Customer Relationship Management (CRM) in Hotel Industry: A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities and Hotel Performance," International Review of Management and Marketing, Econjournals, vol. 2(4), pages 220-230.
    3. Cristiane Drebes Pedron & Winnie Ng Picoto & Miguel Colaco & Cintia Cristina Araújo, 2018. "CRM System: the Role of Dynamic Capabilities in creating Innovation Capability," Brazilian Business Review, Fucape Business School, vol. 15(5), pages 494-511, September.
    4. Jehad J Badwan & Mazen J Al Shobaki & Samy S Abu Naser & Youssef M Abu Amuna, 2017. "Adopting Technology for Customer Relationship Management in Higher Educational Institutions," Post-Print hal-01500365, HAL.
    5. Anetta Pukas, 2022. "Zasoby technologiczne jako krytyczne czynniki sukcesu zarządzania relacjami z klientem (CRM) we współczesnym przedsiębiorstwie," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 1, pages 25-36.

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