Customer Relationship Management (CRM) is one of the main priorities for almost all organisations, particularly in the banking world. However, Information technology (IT) has changed ways of interacting with customers, resulting in the appearance of the concept of Electronic Customer Relationship Management (eCRM), which has caused a shift from offline CRM to eCRM. ECRM aims to attract and retain customers (especially valuable ones), to improve customer service by creating a strong relationship with them, and to provide the required financial product at the right time. Thus, it is vital to identify readiness factors in any organisation to prevent eCRM failure.
Due to the current gap in the eCRM readiness and maturity assessment area in banks, this research attempts to fill this gap by developing a conceptual framework for eCRM readiness/maturity and accordingly create a tool for banks to assess their eCRM readiness and maturity. This tool helps banks to prevent any eCRM failure before and after implementation which is an essential concern for any organisation in order to gain competitive advantages. In addition to practical implications, the present study contributed to existing literature. This study contributed to the current understanding of eCRM readiness and maturity in banks and helps decision makers to assess their eCRM.
This study explores the social and technical aspects of eCRM in the Iranian banking industry. Hence, a pragmatic research approach using mixed methods with a range of stakeholders, such as employees, and managers, was employed in this research. As the purpose of this research is to identify the main eCRM readiness dimensions in Iranian banks and to assess eCRM readiness and maturity, an eCRM readiness/maturity framework was developed. The proposed framework was tested by devising and distributing a structured questionnaire and conducting a semi-structured interview in an attempt to survey a large number of bank employees, and decision makers at five different and well-known private and state banks in Tehran, the capital city of Iran. This survey provides an excellent penetrating study of the Iranian banking industry.
Regarding eCRM readiness, data collected from a quantitative approach was analysed statistically using the Software Package for the Social Sciences (SPSS). The qualitative data was interpreted using NVivo, which is a qualitative data analysis computer software package. Findings from the triangulation of data of qualitative and quantitative approaches were evaluated in order to determine the main eCRM readiness dimensions in Iranian banks.
Furthermore, from these findings, a case study bank was assessed in regarding eCRM readiness using Analytical Hierarchy Process (AHP).
Regarding assessing eCRM maturity, an eCRM maturity model was developed, and a case study bank was selected. Based on the proposed eCRM maturity model, the maturity level of the selected bank was assessed using RADAR logic approach. In addition, this model was based on critical success factors (CSFs) and adapting the CRM3 maturity model.
The findings of the empirical research were evaluated against the initial framework, which was generated by integrating the proposed models for eCRM readiness and maturity. This framework consists of three dimensions for eCRM readiness (Organisational culture, corporate strategy, technology) and five level of maturity. Dimensions, factors, and levels in this framework were derived from a literature review. Finally, a revised framework was generated and based on stakeholder’s perceptions, a conclusion was derived, and a recommendation to Iranian banks was made. An eCRM readiness/maturity assessment tool was created to help banks to determine whether they are ready or mature enough for the use of eCRM. The result from this assessment tool can be easily communicated amongst key members, which would help the Iranian banks to improve and promote their eCRM. In addition, this study attempts to fill the current gap in assessing banks eCRM readiness and maturity
