Title: Data management for customer relationship management: a web-based approach

Authors: Dipen Sarabhai Patel; Daniel Adomako Asamoah; Wakiuru Wamwara

Addresses: Raj Soin College of Business, Wright State University, Dayton, OH 45435, USA ' Raj Soin College of Business, Wright State University, Dayton, OH 45435, USA ' Raj Soin College of Business, Wright State University, Dayton, OH 45435, USA

Abstract: This study leverages the registry style to implement a master data management (MDM) system to streamline customer data management in two enterprise resource planning (ERP) systems at a manufacturing company. By developing a web-based data management system using a process-driven, problem-oriented implementation strategy, the study operationalises an MDM system for customer relationship management (CRM) in the company. Managerial lessons related to factors such as: a) change management; b) communication; c) avoidance of middlemen were identified. Additionally, five key technical lessons were identified. A post-implementation review with open-ended survey questions was performed to qualitatively assess the project. Also, using the install base measure and associated cost, we quantitatively evaluated the project. The results indicated that the company exceeded projected efficiency targets which resulted in better user satisfaction and better customer relationship management. We present this research as an experiential study and note its implications for MDM implementations in other contexts.

Keywords: customer relationship management; CRM; system implementation; agile development; master data management; MDM; data integration; enterprise resource planning; ERP.

DOI: 10.1504/IJBIS.2024.136877

International Journal of Business Information Systems, 2024 Vol.45 No.3, pp.343 - 374

Received: 04 Aug 2020
Accepted: 28 Feb 2021
Published online: 26 Feb 2024 *

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