Erfolgsfaktoren zur Implementierung von CRM-Systemen in Unternehmen

Abstract

This thesis explores the critical success factors for the implementation of Customer Relationship Management (CRM) systems in organizations. In an increasingly digital and competitive business environment, companies are under growing pressure to build and maintain profitable customer relationships. CRM has emerged as a strategic approach that enables businesses to align their processes and structures with customer needs. CRM systems play a pivotal role in this context, as they support data-driven decision-making, streamline customer interactions, and create personalized experiences. Despite the potential benefits such as improved customer loyalty, more effective marketing, and increased profitability, many CRM initiatives fail to deliver their intended outcomes. Studies show that a large number of CRM projects fall short of expectations, often due to a narrow technological focus and the lack of a comprehensive organizational and strategic framework. To address this issue, the aim of this analysis is to identify and structure the key factors that influence the success of CRM implementations. A systematic literature review was conducted, analyzing 20 academically relevant sources selected from different databases. The extracted success factors were categorized into three main groups: organizational, human, and technological. The theoretical foundation of the study includes definitions, goals, system types and the functions and benefits of CRM systems. The second part of the thesis focuses on the detailed description of the CRM implementation process, including phases such as project initiation, needs assessment, system selection, user training, and continuous improvement. In addition, both classical and agile implementation models are compared and evaluated for their suitability in CRM projects. The findings reveal that organizational factors are the most frequently cited and influential. These include customer orientation, knowledge management, a clearly defined CRM strategy and effective change management. These elements form the structural backbone of a successful implementation. Human factors such as top management support, employee qualification and motivation are also crucial, as they determine user acceptance and practical use of the system. While technological factors such as system integration, data quality, and the selection of suitable software are essential for functionality, they are insufficient on their own to ensure success. In conclusion, the thesis highlights that successful CRM implementation requires a holistic approach. Organizations must not view CRM as a IT project but as a strategic transformation that affects all levels of the business. A balanced consideration of technological, organizational, and human dimensions is essential for unlocking the full potential of CRM systems and achieving sustainable business benefits.

Date of Award	2025
Original language	German (Austria)
Supervisor	Philipp Gamper (Supervisor)