How effective are CRM investments of Australian enterprises? : an investigation of senior management perspectives

This study investigates how firms integrate and complement CRM technologies with business and marketing resources and capabilities in order to improve firm performance. In-depth interviews were conducted with 18 key informants from 18 firms in Australia across 12 different sectors. The findings of thematic within and cross-case analysis reveal that the integration of CRM technology resources, human resources and business resources are crucial to assist in maximising CRM technology capability. New insights gained from the research are incorporated into an enhanced framework to help firms more effectively transform CRM technology and marketing capabilities into stronger firm performance.