The Six Dimensions of Adoption of a CRM Strategy

This chapter covers aspects to be taken into account in the adoption of customer relationship management (CRM) in terms of a strategic perspective. It is based on an analysis of 32 models developed between 1999 and 2015. This analysis allowed the authors to detect elements internal to the organization that are arranged in six dimensions: CRM strategy formulation, relational marketing philosophy, the application of best practices, organizational and human resources, CRM processes, and CRM technology. It also presents a definition of CRM that encompasses these dimensions and takes into account the three functional areas of operation of CRM: marketing, sales, and service. Bearing in mind the definition and a perspective of connection dimensions developed along the characterization of each of the dimensions, the authors presented the conceptual model for the adoption of CRM.