Effective CRM Implementation through Critical Success Factors : Evidence from Pakistan

Innovative organizations continuously adapt in response to environmental changes and competitiveness. Increasingly transforming communication technology allows businesses to come up with customized offerings to acquire, retain and grow customers. Customer Relationship Management (CRM) system plays the role of liaison between organization and customers and justifies customer-orientated culture. However, researchers have identified that almost about 70 percent of all CRM projects failed to achieve expected desired outcomes by the companies around the globe. Therefore, this study is undertaken to empirically test the critical success factors of CRM solutions to measure the viability of a substantial investment by entities in a technological-driven business strategy in the context of Pakistan. Primary data is collected through an internet-based survey from employees associated with Sales, Marketing and IT functions of any sort of CRM solution deploying companies operating in Pakistan. Empirical results are verified through a Consistent PLS algorithm and Bootstrapping calculation under SmartPLS 3. The results of this research suggest that top management support, information technology, skillful and trained staff, organization culture and customer information are highly significant in contributing to effective implementation of CRM solutions in Pakistan