Mobilizing customer relationship management: A journey from strategy to system design

Purpose – The bursting of the e‐bubble affected expectations with regard to mobile initiatives and willingness to invest in them very negatively. Business managers request detailed and thorough analyses prior to engaging in mobile initiatives. The paper aims to present a method, with which mobile business can be introduced to the customer relationship management (CRM) field.Design/methodology/approach – The paper follows the design science paradigm as outlined by March and Smith, and Hevner et al.Findings – The findings provide a framework for the definition of a mobile CRM strategy derived from the corporate strategy, suggest a method for the identification and exploitation of the mobilization potential in CRM processes in line with the strategy, and provide guidance for the design of mobile information systems to support these processes.Research limitations/implications – The proposed method extends the body of available methods with a method for the introduction of mobile ISs into marketing, sales and ...

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