Measuring CRM performance: an exploratory case

Customer relationship management (CRM) is a business philosophy that has emerged and gained prominence in the field of IS in recent years. Organisations have begun to realise that creating a dynamic substantial relationship with each customer may lead to sustained business success. While numerous firms have bought into the CRM concept many organisations are now trying to evaluate whether their CRM initiative is performing. This paper will examine how Irish Life and Permanent, a leading financial services organisation based in Ireland evaluate the performance of their CRM initiative. They developed a set of measures for evaluating the performance of their CRM initiative. We believe that these measures may be useful to other organisations for measuring the performance of their CRM initiatives.

• Type: Conference
• Year: 2004
• Where: ECIS
• Authors: Philip O'Reilly, Sean Dunne
• Keywords: CRM Concept, Crm Initiatives, ECIS 2004, Information Technology, Organisations