Managing Stakeholder Relationships in CRM Implementation

Foong, Marc (2006) Managing Stakeholder Relationships in CRM Implementation. [Dissertation (University of Nottingham only)] (Unpublished)

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This report shall focus on the importance of managing stakeholder relationships in CRM implementation at ExxonMobil Lubricants and Specialties. The main motivation behind this research is to study stakeholders'views, perceptions and feelings in the process of CRM implementation. I am also interested to see if ExxonMobil Lubricants and Specialties' CRM implementation met the expectations of stakeholders. Through this research, I hope to share valuable lessons learnt with readers who may be planning IT or CRM project implementation in their organizations.

Literature reveals the crucial role in which stakeholders play in IT and CRM implementation. The group of stakeholders most likely to determine the extent of success of CRM is end-users. A focus group approach is used to collect data on end user's perceptions of CRM and whether the implementation had met their needs and expectations. Observations of the work environment, culture and end-users'dialogues are included to supplement data collection

The research findings reveal that end user needs are not adequately met in CRM implementation. These resulted from technical limitations, communication gaps and training deficiencies. Organizations must recognize these end-users'needs and proactively build system enhancements, improve on communication and identify relevant training requirements in order to ensure successful CRM implementation.

There are far reaching implications arising from poor management of stakeholder relationships. These include negative bias, skepticism, and misconceptions about CRM in general. Stakeholders may view CRM as an additional burden with no tangible benefits to them. Stakeholders may feel frustrated and confused by new CRM processes due to inadequate training. This reduces stakeholders' productivity and adversely affects stakeholders'morale. As a result, the success of CRM implementation will be limited and the promises of CRM may not be realized.

This dissertation will begin with a literature review of CRM concepts. Based on this review, research questions will be derived and the research method determined. The business and organization structure of ExxonMobil Lubricants and Specialties is then discussed. After that, this dissertation will discuss the implementation of CRM at ExxonMobil Lubricants and Specialties. Stakeholders' view on the implementation is gathered through a focus group discussion and participant observation. These findings are analysed against CRM implementation framework suggested in literature. The conclusion will discuss the extent in which CRM implementation met stakeholders' objectives and reiterate the importance of stakeholder relationships in CRM implementation.

Item Type: Dissertation (University of Nottingham only)
Keywords: CRM, stakeholders, implementation
Depositing User: EP, Services
Date Deposited: 31 Jul 2006
Last Modified: 28 Sep 2016 07:07

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