The evaluation of CRM systems: a behaviors-based conceptual framework

Research-in-progress on the evaluation of mandatory Customer Relationship Management Information Systems (CRM IS) is presented. The business problem is presented, followed by converging theoretical considerations, which assist in making the case for a wider conceptualisation of CRM evaluation which values a social perspective of CRM IS use at boundary-spanning professional (BSP) and customer levels. An emotions based conceptual framework for use in evaluating CRM IS from this social perspective is then presented, building on a theory of emotional expression. The framework is explained and then discussed in terms of how the framework can be applied and data outputs analysed in a field analysis context. The broader research programme aims to test and validate the model according to the details given and through doing so, further understanding of the impact of CRM IS from this behaviours based, social perspective.