**2. Methodology**

The methodology approach is structured in two phases:

1.Literature analysis

2.Qualitative content analysis (word analysis)

In the first phase (literature analysis), different models in evaluating CRM systems are identified and used as a basis to develop a new CRM evaluation model. Twentyone different CRM evaluation models have been identified (see Appendix: **Table 16**). B: sum of (amount of nominations per phase \* phase number)/amount of nom-

C: normalized phase/activity (see normalization formula in the appendix:

The number of phases within the different CRM evaluation models varies between two and eight phases. In this analysis, only phases which are listed in minimum three of the 21 papers mentioned before were considered. On average

**Phase Nomination in phase** P **A B CD** (Business)process analysis 1, 4 3 2.5000 2.0000 0.1429 3 Analyze 1, 2, 3, 7 9 4.0000 2.4444 0.2974 5 Conditions 1 3 1.0000 1.0000 0.0000 1 Decision 3, 4, 5, 8 7 5.5000 5.2857 1.0000 13 Evaluation 2, 4 3 3.0000 3.3333 0.6667 8 Longlist 2, 3 4 2.5000 2.5000 0.3571 7 Market information 1, 2, 3, 4, 5 6 3.0000 2.6667 0.3262 6 Negotiation and contract 3, 5, 7 3 5.0000 5.0000 0.9524 12 Presentation 3, 4, 7 10 5.0000 4.2000 0.6888 10 Project initialization 1, 2 5 1.5000 1.2000 0.0286 2 Requirement definition 1, 2, 3 11 2.0000 1.8182 0.2576 4 Selection 1, 2, 3, 4, 5, 6, 8 22 4.5000 3.3182 0.6683 9 Shortlist 3, 4, 5 4 4.0000 4.0000 0.7667 11

The following terms are mentioned in the papers on the one hand as an activity in a selection phase and on the other hand as a phase: definition of requirements, longlist, market information, presentation, negotiation and contract, and decision. Each phase is structured with different activities. In this analysis, only activities which are listed at least two times in the phases mentioned before are considered. In the 21 papers, these activities are called sub-phases or detail descriptions. Further

The main activity in the first phase is clarification and definition of the strategy. This concerns the corporate strategy as well as the IT strategy and CRM strategy (**Table 3**).

**Activities Nomination in phase** P **A B CD** Define strategy 1 2 1.0000 1.0000 0.0000 1

identified and analyzed activities will be added after each phase.

**3.1 P1 condition phase**

*Activities in the condition phase.*

**Table 2.** *Considered phases.*

**Table 3.**

**57**

4,48 phases are present. **Table 2** shows the considered phases.

inations per phase/activity.

*Qualitative Analysis of Different CRM Evaluation Models*

*DOI: http://dx.doi.org/10.5772/intechopen.89776*

D: ranking (column C).

**Table 17**).

**3. Analysis**

In the second phase, all identified papers are processed via a qualitative content analysis (word analysis). In this analysis, sources, levels, phases, activities, and tasks are qualitatively coded. Identical or similar phrases are combined and derived [5] as shown in **Table 1**.


**Table 1.**

*Example of word analysis.*

Within the word analysis, terms are summarized as shown in the following examples [6]:


### **2.1 Different ways of sequencing**

Based on the word analysis, the sequences of phases and activities are determined. Three different calculation types are used to determine the sequences:



P: number of entries in the 21 papers.

A: average of phase/activity numbers (phases including nominations).

*Qualitative Analysis of Different CRM Evaluation Models DOI: http://dx.doi.org/10.5772/intechopen.89776*

B: sum of (amount of nominations per phase \* phase number)/amount of nominations per phase/activity.

C: normalized phase/activity (see normalization formula in the appendix: **Table 17**).

D: ranking (column C).

### **3. Analysis**

**2. Methodology**

1.Literature analysis

*Customer Relationship Management and IT*

[5] as shown in **Table 1**.

examples [6]:

*Example of word analysis.*

**Table 1.**

**56**

The methodology approach is structured in two phases:

In the first phase (literature analysis), different models in evaluating CRM systems are identified and used as a basis to develop a new CRM evaluation model. Twentyone different CRM evaluation models have been identified (see Appendix: **Table 16**). In the second phase, all identified papers are processed via a qualitative content analysis (word analysis). In this analysis, sources, levels, phases, activities, and tasks are qualitatively coded. Identical or similar phrases are combined and derived

Within the word analysis, terms are summarized as shown in the following

Q253E01002 E01 Requirements Definition of requirement Define requirements Q139E02012 E01 Requirements Develop CRM request matrix Define requirements

**Source Level Phase Original wording Activity**

requirements and then software

Define requirements

Based on the word analysis, the sequences of phases and activities are determined. Three different calculation types are used to determine the sequences:

1.The phases or activities were normalized in each evaluation model, and an

2.Average value is given by the sum of the multiplication of nominations per phase/activity number, and the frequency of the mentions in this phase/ activity is divided by the amount of nominations per phase/activities.

3.The mean is determined from the occurrence of the identified first and last

Phase/activity Nomination in phase/activity P ABCD

A: average of phase/activity numbers (phases including nominations).

2.Qualitative content analysis (word analysis)

• "analyze" (analyze, check, identify, verify, … )

**2.1 Different ways of sequencing**

average value was calculated.

phase or activities of the analyzed models.

P: number of entries in the 21 papers.

• "define" (appoint, define, form, setup, organize, … )

Q029E01001 E01 Requirements Defining requirements: first

The number of phases within the different CRM evaluation models varies between two and eight phases. In this analysis, only phases which are listed in minimum three of the 21 papers mentioned before were considered. On average 4,48 phases are present. **Table 2** shows the considered phases.


#### **Table 2.**

*Considered phases.*

The following terms are mentioned in the papers on the one hand as an activity in a selection phase and on the other hand as a phase: definition of requirements, longlist, market information, presentation, negotiation and contract, and decision.

Each phase is structured with different activities. In this analysis, only activities which are listed at least two times in the phases mentioned before are considered. In the 21 papers, these activities are called sub-phases or detail descriptions. Further identified and analyzed activities will be added after each phase.

#### **3.1 P1 condition phase**

The main activity in the first phase is clarification and definition of the strategy. This concerns the corporate strategy as well as the IT strategy and CRM strategy (**Table 3**).


**Table 3.** *Activities in the condition phase.*

#### *3.1.1 Other activities*

It is important to differentiate the CRM evaluation project from other projects in the company and to focus on the selection and implementation of CRM processes with a new CRM system. Furthermore, basic requirements are clarified.

**3.4 P4 requirement definition phase**

*DOI: http://dx.doi.org/10.5772/intechopen.89776*

*Qualitative Analysis of Different CRM Evaluation Models*

*3.4.1 Other activities*

**3.5 P5 analysis phase**

*3.5.1 Other activities*

*Activities in the analysis phase.*

**Table 7.**

**59**

criteria will be evaluated (**Table 7**).

*Activities in the requirement definition phase.*

The following points are defined:

• All necessary (CRM) processes evaluation criteria

defined.

**Table 6.**

catalog, which is the basis for the specifications (**Table 6**).

In the requirement definition phase, the requirements (business and technical view) are determined, analyzed, defined, and prioritized. Specifications are developed for detailed requirements. These requirements affect the CRM processes, CRM systems, and CRM providers. The detailed requirements are listed in a requirement

**Activities Nomination in phase** P **A B CD** Analyze requirements 1 2 1.0000 1.0000 0.0000 1 Create requirement catalog 1, 2, 5 3 3.0000 2.6667 0.4444 5 Create specifications 4, 5 2 4.5000 4.5000 0.7143 6 Define requirements 1, 2, 3 17 2.0000 1.5294 0.1863 4 Determine requirements 1, 2 4 1.5000 1.2500 0.0000 1 Prioritize requirements 1 2 1.0000 1.0000 0.0000 1 Set criteria 3, 4 3 3.5000 3.3333 0.9167 7

Selection criteria are weighted, and the decision criteria are prioritized. CRM processes are developed. Target processes for the processing of CRM activities are

An actual analysis of all relevant CRM business processes must be carried and worked out. This includes all needs for functions and processes of the CRM systems. Furthermore, the future (CRM) processes will be developed, and the selection

**Activities Nomination in phase** P **A B CD** Analysis needs 2 2 2.0000 2.0000 0.2500 2 Evaluate criteria 2, 3 4 2.5000 2.2500 0.4167 4 Capture software 2 2 2.0000 2.0000 0.3330 3 Develop processes 2, 3 2 2.5000 2.5000 0.4167 4 Perform an actual analysis 1, 2, 3 4 2.0000 1.7500 0.1214 1 Perform analysis 2, 7 2 4.0000 4.5000 0.6786 6

#### **3.2 P2 project initialization phase**

In **Table 4**, four activities are identified. At the beginning of the project initiation, a project manager is appointed by the management. The project manager defines the project and elaborates the project assignment in detail. One focus is detailing the goals, which have been defined by the management in the condition phase. Following this, the project will be launched.


#### **Table 4.**

*Activities in the project initialization phase.*

#### *3.2.1 Other activities*

A project sponsor is set by the management to give the project the necessary importance in the company. The project is justified by the project manager who defines the project team. The detailed project scope is agreed with the project team and the project client. Another activity includes conducting a preliminary study on the feasibility of the CRM project. A kickoff is prepared and carried out. A detailed risk analysis is done and a risk management for the project is established. On the one hand the project budget is defined and on the other hand a exact timetable is defined and formulated.

#### **3.3 P3 (business) process analysis phase**

In the process analysis phase, all necessary business processes are defined. This phase includes identification, documentation, and evaluation of all CRM processes. In further step criteria for the evaluation of CRM systems, CRM providers and CRM business processes are defined (**Table 5**).


#### **Table 5.**

*Activities in the project initialization phase.*

#### *3.3.1 Other activities*

In business process analysis, processes can be further developed and modeled.

## **3.4 P4 requirement definition phase**

In the requirement definition phase, the requirements (business and technical view) are determined, analyzed, defined, and prioritized. Specifications are developed for detailed requirements. These requirements affect the CRM processes, CRM systems, and CRM providers. The detailed requirements are listed in a requirement catalog, which is the basis for the specifications (**Table 6**).


#### **Table 6.**

*3.1.1 Other activities*

*3.2.1 Other activities*

*Activities in the project initialization phase.*

**Table 4.**

defined and formulated.

*3.3.1 Other activities*

**Table 5.**

**58**

**3.3 P3 (business) process analysis phase**

business processes are defined (**Table 5**).

*Activities in the project initialization phase.*

**3.2 P2 project initialization phase**

*Customer Relationship Management and IT*

phase. Following this, the project will be launched.

It is important to differentiate the CRM evaluation project from other projects in the company and to focus on the selection and implementation of CRM processes

In **Table 4**, four activities are identified. At the beginning of the project initiation, a project manager is appointed by the management. The project manager defines the project and elaborates the project assignment in detail. One focus is detailing the goals, which have been defined by the management in the condition

**Activities Nomination in phase** P **A B CD** Define a project 1, 4 3 2.5000 3.0000 0.4000 4 Define goals 1, 3 2 2.0000 2.0000 0.2000 3 Define project manager 1 2 1.0000 1.0000 0.0000 1 Start project 1, 2 2 1.5000 1.5000 0.0714 2

A project sponsor is set by the management to give the project the necessary importance in the company. The project is justified by the project manager who defines the project team. The detailed project scope is agreed with the project team and the project client. Another activity includes conducting a preliminary study on the feasibility of the CRM project. A kickoff is prepared and carried out. A detailed risk analysis is done and a risk management for the project is established. On the one hand the project budget is defined and on the other hand a exact timetable is

In the process analysis phase, all necessary business processes are defined. This phase includes identification, documentation, and evaluation of all CRM processes. In further step criteria for the evaluation of CRM systems, CRM providers and CRM

**Activities Nomination in phase** P **A B CD** Develop processes 1, 4 2 2.5000 2.5000 0.2143 2 Set criteria 1, 2 2 1.5000 1.5000 0.5000 1

In business process analysis, processes can be further developed and modeled.

with a new CRM system. Furthermore, basic requirements are clarified.

*Activities in the requirement definition phase.*

#### *3.4.1 Other activities*

Selection criteria are weighted, and the decision criteria are prioritized. CRM processes are developed. Target processes for the processing of CRM activities are defined.

### **3.5 P5 analysis phase**

An actual analysis of all relevant CRM business processes must be carried and worked out. This includes all needs for functions and processes of the CRM systems. Furthermore, the future (CRM) processes will be developed, and the selection criteria will be evaluated (**Table 7**).


#### **Table 7.**

*Activities in the analysis phase.*

### *3.5.1 Other activities*

The following points are defined:

• All necessary (CRM) processes evaluation criteria


## **3.6 P6 market information phase**

Within the market information phase, not only CRM systems but also CRM vendors and CRM implementation partners are determined and structured in an adequate market overview (**Table 8**).

**3.9 P9 selection phase**

(**Table 11**).

**Figure 1.** *Selection phases.*

*3.9.1 Other activities*

*Activities in the selection phase.*

**Table 11.**

**61**

and, if necessary, the criteria are weighted.

The selection can be done over 1-n stages (basic selection or preselection, fine selection, and final selection). Depending on size and/or complexity of the evalua-

The proposals from the selection phase are compared and evaluated according to predefined criteria. Presentations and workshops will be held for the decisionmaking of CRM software and CRM providers. An implementation plan is created

**Activities Nomination in phase** P **A B CD** Compare offers 3, 4, 5 4 4.0000 3.0000 0.5333 6 Create implementation plan 4, 5 2 4.5000 4.5000 1.0000 12 Evaluate criteria 1, 2, 4 5 2.5000 1.8000 0.5000 5 Make decision 3, 5, 7 4 5.0000 5.5000 0.9643 11 Make rough selection 1, 4, 5 3 3.0000 3.3333 0.4095 4 Make selection 1, 2, 3, 4, 6, 8 10 4.5000 3.4000 0.8167 10 Perform fine selection 2, 4, 6 4 4.0000 3.5000 0.7381 8 Perform preselection 1, 2, 5, 6 9 3.5000 2.5556 0.2170 3 Perform presentations 2, 4 3 3.0000 2.0000 0.1667 2 Perform workshops 3, 6 2 4.5000 4.5000 0.6500 7 Select software 2, 3, 4 3 3.0000 3.0000 0.8056 9 Tender 1, 3, 6 3 3.5000 3.3333 0.1000 1 Perform final selection 6, 8 2 7.0000 7.0000 1.0000 12

In the selection phase, it may be necessary to carry out market research again. Possible first tests of CRM systems are completed. Visits to reference customers of the CRM providers are prepared and carried out. For this, questions are prepared, and potential participants are determined. CRM business cases are defined. Possible CRM providers are contacted and the answered specifications pre-evaluated. Contract negotiation contracts are drafted, and initial negotiations are carried out. Detailed requirements are determined, the essential selection criteria are defined,

tion, all three or even two sub-phases can be necessary (**Figure 1**).

*Qualitative Analysis of Different CRM Evaluation Models*

*DOI: http://dx.doi.org/10.5772/intechopen.89776*


**Table 8.**

*Activities in the market information phase.*

#### *3.6.1 Other activities*

In P6, a first longlist is created. This is done based on the evaluation of the market data. Detailed information is collected from the providers in the form of a specification.

#### **3.7 P7 longlist phase**

#### *3.7.1 Other activities*

A longlist of CRM systems and CRM provider (vendor and implementation partner) is created (**Table 9**). All possible CRM systems and CRM providers are listed. Based on the defined criteria, the CRM systems and CRM providers are evaluated.


#### **Table 9.**

*Activities in the longlist phase.*

#### **3.8 P8 evaluation phase**

#### *3.8.1 Other activities*

In addition to the (CRM) business processes (**Table 10**), the IT infrastructure is also evaluated.


**Table 10.**

*Activities in the evaluation phase.*

## **3.9 P9 selection phase**

The selection can be done over 1-n stages (basic selection or preselection, fine selection, and final selection). Depending on size and/or complexity of the evaluation, all three or even two sub-phases can be necessary (**Figure 1**).

**Figure 1.**

• Quantity structure such as number of offers, customers, etc.

Within the market information phase, not only CRM systems but also CRM vendors and CRM implementation partners are determined and structured in an

**Activities Nomination in phase** P **A B CD** Conduct market research 3, 4, 5 3 4.0000 4.0000 0.4857 3 Market overview 1, 2 2 1.5000 1.5000 0.2500 2 Search providers 1 2 1.0000 1.0000 0.0000 1

In P6, a first longlist is created. This is done based on the evaluation of the market data. Detailed information is collected from the providers in the form of a

A longlist of CRM systems and CRM provider (vendor and implementation partner) is created (**Table 9**). All possible CRM systems and CRM providers are listed. Based on the defined criteria, the CRM systems and CRM providers are evaluated.

**Activities Nomination in phase** P **A B CD** Create longlist 2, 3 3 2.5000 2.3333 0.3810 1

In addition to the (CRM) business processes (**Table 10**), the IT infrastructure is

**Activities Nomination in phase** P **A B CD** Evaluate criteria 2, 4 2 3.0000 3.0000 0.6250 1

• IT infrastructure

*3.6.1 Other activities*

**3.7 P7 longlist phase**

*3.7.1 Other activities*

**3.8 P8 evaluation phase**

*Activities in the evaluation phase.*

*Activities in the longlist phase.*

*3.8.1 Other activities*

also evaluated.

**Table 10.**

**60**

**Table 9.**

specification.

**Table 8.**

• CRM improvement potentials

*Customer Relationship Management and IT*

**3.6 P6 market information phase**

adequate market overview (**Table 8**).

*Activities in the market information phase.*

*Selection phases.*

The proposals from the selection phase are compared and evaluated according to predefined criteria. Presentations and workshops will be held for the decisionmaking of CRM software and CRM providers. An implementation plan is created (**Table 11**).


#### **Table 11.** *Activities in the selection phase.*

*3.9.1 Other activities*

In the selection phase, it may be necessary to carry out market research again. Possible first tests of CRM systems are completed. Visits to reference customers of the CRM providers are prepared and carried out. For this, questions are prepared, and potential participants are determined. CRM business cases are defined. Possible CRM providers are contacted and the answered specifications pre-evaluated. Contract negotiation contracts are drafted, and initial negotiations are carried out. Detailed requirements are determined, the essential selection criteria are defined, and, if necessary, the criteria are weighted.
