User Adoption of a CRM-based Information System Within a Financial Services Organization: An Empirical Analysis

Financial Services firms require processes and systems which can support and maintain customer-related information for the purposes of core business-focussed activity. Specifically within the investment banking sector, the importance and criticality of such customer information underpins the firm’s ability to transact sales, trading and other advisory-based services in an efficient and relevant manner. The design and development of Customer Relationship Management (CRM) systems to address the given external vs. internal customer information touchpoints, therefore provides a vital link between financial services professionals, client data and business processes. In doing so, the input of CRM user requirements is a key step in deriving benefit from such a technology solution. This paper henceforth identifies and details user requirements and experiences of such an information system within a case study company and highlights pertinent issues for the adoption of such systems within the given sector.