Managing change in a CRM implementation project: case study: Oxford Business Group

Abstract

Nowadays, companies are working to make CRM a source of competitiveness advantage. Its integrated approach based on the combination of people, process, and technology is aiming to manage more effectively relationships with customers. A successful implementation has been the center of interest for many researchers and practitioners and change management is considered as one of the most important key factors of success in CRM projects. This research aims to understand the contribution of change management to ensure a successful implementation of CRM. To achieve our target, we have conducted a fieldwork in Oxford Business Group where we have tried to understand the general situation of CRM inside this organization and how change management is concretely a success factor in OBG CRM implementation.