Appraisal of CRM implementation as business strategy option in times of recession : the role of perceived value and benefits

The present work investigates Customer Relationship Management (CRM) implementation and performance during the fiscal crisis in Greece based on an appropriate questionnaire. All acquired responses using the questionnaire are suitably analysed using advanced statistical techniques, and show that Greek companies employ CRM, harvesting many of its benefits. Specifically, survey results show that most companies are satisfied by the implementation of CRM strategy and seem to recognize the vital strategic role of CRM in business performance and competitive advantage, despite the fiscal crisis. The benefits identified and interrelated concern business processes, customer loyalty, cost reduction, organizational and HR alignment, customer service and customer e-service. Finally, this work proposes a model relating CRM implementation and performance in Greece with respect to the four perspectives of Balanced Scorecard (BSC).