A multi-layered approach to CRM implementation: An integration perspective

Evidence suggests that many organizations are finding it hard to implement a CRM strategy. This article reports on the research conducted over the last five years that explores how organizations can successfully develop a CRM strategy. We propose a multi-layered framework for mapping and understanding the interrelationships between complex variables relating to CRM strategy implementation. The concept of ÔaffordanceÕ is delineated and applied to culture, people, processes and technology. Evidence from three case studies suggests that a multi-layered, interdisciplinary framework can assist companies in developing their CRM strategy through a greater understanding of how different variables interact in a constantly changing environment.