A hierarchical structure to evaluate risk of customer relationship management (CRM) projects. (1st March 2010) - Keramati, Abbas
Nowadays, customer relationship management (CRM) indicates the organisations' capability to adapt and change their behaviour to customers' expectations. In order to have a long-term and mutually profitable relationship with customers, all routine activities of organisations should be based on perception of needs and values in customer's view. According to CRM literature, these projects have faced various risks and lack of proper risk management methodology caused many of them to fail. The aim of this paper is to identify the risk factors related to CRM projects by considering 23 key papers published in the time period of 2001 to 2008 and to propose a checklist including 25 CRM risk factors. Finally, a new hierarchical structure for evaluating risk of CRM projects is introduced. The proposed structure will simplify prioritising risks and facilitate evaluating the overall risk of CRM projects for organisations.