The critical success factors for customer relationship management implementation: A systematic literature review

The implementation of customer relationship management (CRM) is one of the most common strategies applied by companies to enhance customer relationship and highly related to technology. In fact, it is not easy to successfully implement this strategy because it requires a huge investment and is influenced by other critical factors. This research aims to synthesise critical success factors (CSFs) from CRM implementation using a systematic literature review approach to papers published in 2001-2014. According to the findings towards 53 relevant papers, technology selection and adaptation (technological readiness) are the most dominant factors. Furthermore, the synthesis finding also shows CSF research shifting to social media, and turns out as the difference between CRM and social CRM implementation.