Strategic Customer Relationship Management (CRM) of Professional Service Enterprises

Abstract

The research attempts to develop the Strategic Customer Relationship Management (CRM) by propose a management tools for the success of CRM implementation in the Professional Service Enterprises or Knowledge Intensive Services (KIBS). The current competitive challenges induced by globalization and advances in the information technology have forced enterprises to work harder to manage customer relationships, and in particular customer satisfaction in order to acquire and retain long term customers. The successful Strategic CRM requires the enterprises to fulfill the Critical Success Factors (CSFs). The CSFs will be derived from enterprises focused on Knowledge Intensive Services (KIBS) in Thailand, which have implemented CRM. The initial results will be developed the proposed baseline CSFs Taxonomy, and then The Analytical Hierarchy Process (AHP), and the Sand Cone model is used to validate to set the priority of the CSFs, and then the final CSFs Taxonomy is developed from the initial base CSFs Taxonomy with the results from the validation. Experts’ comments have been used as a major input for this particular validation process. For this study, the initial results will be validated and seek for the contributions of the CSFs Taxonomy to the related management concepts. There include Knowledge Management (KM), Strategic Leadership, and Strategic Management. The finding from the experiment shows that the taxonomy is perfectly useful for the executives to improve their CRM performance, helps them to establish CRM strategy, build the companies’ Strategy Map, and transfer knowledge and experience to newly promoted or second generation executives smoothly and most likely to speed up to the mature stage. In addition, the taxonomy contributes the Knowledge Management (KM), Strategic Leadership, and Strategic Management.