Date of Conferral

2021

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Richard Hay

Abstract

Customer relationship management (CRM) software implementation fails in thepackaging industry because of ineffective CRM implementation strategies. Effective strategies for CRM software implementation are essential to CRM managers for improving CRM project success rates. Grounded in Kano’s customer satisfaction theory, the purpose of this qualitative multiple case study was to explore the strategies CRM managers in the packaging industry used to operate a profitable business. Data were collected through semi-structured interviews and documents of CRM strategies. Participants were four CRM managers located in Illinois who had a minimum of 10 years of successfully managing CRM systems with high success rates. Data analysis was done through thematic analysis. Data analysis revealed three themes: top management commitment, technical capability, and implementation teams. The key recommendation is for CRM managers to involve key stakeholders during the earliest stage of the project. Implications for positive social change include the potential to improve product quality by eliminating waste and reducing pollution’s environmental effects through automated processes to eliminate task repetition and streamline the lead process.

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