Motivations and results for CRM adoption in large companies in Portugal

• Author(s): Cunha, Maria Manuela Cruz ; Varajão, João ; Santana, Daniela
• Date: 2013
• Persistent ID: http://hdl.handle.net/1822/26260
• Origin: RepositóriUM - Universidade do Minho
• Subject(s): Adoption; Customer Relationship Management (CRM); Large companies; Motivations; Results; Survey
• Document Type: Article
• Language: English

Description

There are several motivations for CRM systems adoption, some of them aligned with the results of CRM implementation. This paper presents the main findings of a study undertaken among a sample of Portuguese large enterprises, identifying and discussing the main motivations and results of the adoption of CRM systems. It was possible to conclude that the main results of CRM adoption reflect the main motivations as, for instance, improvement of quality of information or process improvement. The findings of this study allow the academic and professional community to better understand the main motivations of large companies for adopting CRM systems, as well as their obtained results, and also allow CRM systems vendors and consultants to better address the needs of their potential clients.