Paper info

Assessing the Readiness for implementing e-CRM in B2B Markets Using AHP Method

Payam Fotouhiyehpour

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

The potential risk factors in CRM implementation can cause serious failures either in project phase or in go-live phase. To eliminate, prevent or control these risk factors, they have to be identified and classified. The readiness dimensions for CRM are the categorized dimensions that their definitions are based on the problematic nature of the several risk factors.In this research we classified and explained the most important aspects and factors which affect CRM readiness for B2B markets, according to their complicated network of relationships. Then we suggested the hierarchical model for assessing CRM readiness in organizations based on six main dimensions, seventeen sub-dimensions and forty eight indicators. Furthermore some new aspects of readiness such as cross functionality, competition environment, failure legitimacy and failure learning organization, continuous improvement procedures, and customer adoption have also been considered in order to create a more completed assessment model. The condition of business network market was also considered in both indicators and assessment criterions .Finally we assessed the business cases of the research based on this model and its assessment criterions, and analyzed the data using analytical hierarchy process (AHP) method to gain an overall indication of the readiness in dimensions and in total model.