A literature survey on objectives and success factors of mobile CRM projects

Hartel, M., Bulander, R, and Decker, M.

Mobile Customer Relationship Management (mCRM) frames the interface between companies and their customers by assisting mobile actors with mobile and wireless technologies. The aim of mCRM projects is the implementation of such systems. Experiences from the CRM background show problems in the implementation phase, which are caused by poor execution of the project and unrealistic project objectives. Therefore achievable objectives and success factors of mCRM projects are identified by two analyses of scientific publications and best-practice cases. The findings of our research suggest that there is a set of reachable objectives which can be classified into customer, market, interaction and performance objectives. We will also discus how mCRM can be applied to the public sector. Based on our results we want to point out how the public sector can benefit from our research in mCRM projects.

Keywords: Mobile Customer Relationship Management (mCRM), objectives and success factors of mCRM projects, mCRM in public sector.