PurposeThe purpose of this thesis is to describe and analyze critical success factors of CRM implementation projects with a special focus on SME’s in the B2B sector.
MethodThis study is based on quantitative research using survey method.
Target Audience SMEs of B2B business, which are planning to implement a CRM system Academic audience, which is interested in CRM implementation with focus on SME.
ConclusionThere are various critical success factors in CRM implementation projects and those differ in their importance according to companies’ per- ceptions and according to previous researchers’ work. The most im- portant CSFs in companies’ point of view are ‘senior management com- mitment’, ‘objectives definition’, ‘inter-departmental integration’, ‘communication of CRM strategy to the staff’ and ‘information management integration’.