Beyond implementation: Driving CRM solution success in the enterprise ecosystem

Abstract

This case study illustrates the process of implementing a customer relationship management (CRM) solution and introduces students to various concepts related to enterprise software project management and change management. The main aim of this study is to explain the importance of strategic change management initiatives in driving the success of technology implementation projects. To achieve this aim, the current study uses a composite case study that outlines the CRM implementation by ChatterSphere Private Limited (CSPL), a provider of Artificial Intelligence-powered chatbot solutions. Despite the CRM solution being feature-rich and well-engineered into CSPL’s technology stack, CSPL cannot unleash the CRM’s intended impact due to employee engagement challenges and a lack of on-the-job training support. Students will take on the role of Diya, the Chief Marketing Officer of CSPL, who also played an important role in CRM implementation, and develop the change management plan to maximize the potential of the CRM solution and embed it into the end-to-end business processes of CSPL.

Keywords

Enterprise project management customer relationship management change management technology adoption employee engagement leading corporate transformation

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