Date of Conferral
Doctor of Business Administration (D.B.A.)
Richard B. Johnson
Many banks invest heavily in customer relationship management (CRM) system implementation and expect to increase their profitability. However, the failure rates of CRM projects are significant. The purpose of this multiple case study was to explore the strategies implemented by CRM managers in the banking industry to achieve CRM system effectiveness. CRM implementers from 1 medium and 2 large banks in Minnesota who successfully implemented CRM systems were selected. Data were collected primarily from participant interviews, websites, and social media pages. Bertalanffy's general systems theory was the underlying conceptual framework for this study. Data triangulation and member checking were used to ensure the quality of the data collected. The data were analyzed with Yin's 5-step data analysis technique. Five themes were identified: organizational focus, autocratic top management, technical capability, user-driven development, and the implementation team. Current and future CRM managers can apply these findings in establishing strategies to improve the effectiveness of their CRM. Successful CRM systems in banks may lead to increased profitability which enables both the banks and their customers to support social innovations such as fair trade, hospice care, and improved financial services to local small businesses.