**3.10 P10 presentation phase**

During P10 phase, 1-n presentations will be held. This can also be considered as a proof of concept (**Table 12**).

• Travel expenses

• Approval conditions

**3.13 P13 decision phase**

*3.13.1 Other activities*

*Activities in the decision phase.*

**4. Conclusion**

**5. Future work**

**63**

model for the selection of CRM systems.

• Service-Level-Agreements (SLA)

*Qualitative Analysis of Different CRM Evaluation Models*

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

In the decision phase, all decisions are collected, and a management summary is given. Final tests provide information and form the final basis for a definite decision

**Activities Nomination in phase** P **A B CD** Final testing 1, 2 2 1.5000 1.5000 0.1250 2 Make decision 3, 4, 5, 6, 8 8 5.5000 5.2500 1.0000 3 Summarize criteria 1 2 1.0000 1.0000 0.0000 1

Possible reference customers (clients) of the final vendor are identified, contacted, and visited. During reference visits, the implementation project, the industry experience of the consultants, and the ongoing support will be discussed. The final contract negotiations are carried out. In the final phase, the most suitable

The study is interesting since viewpoints from a literature perspective as well as from a business side have been considered. The results of the qualitative content analysis (**Figure 2**) offer the possibility of the individual design of a procedure

The selection model can be changed or adjusted if necessary. This applies to the

In the qualitative analysis of CRM evaluation models, 13 phases including specific activities were identified. Based on this literature review, it is planned to conduct expert interviews. On the basis of these expert interviews, a new CRM evaluation model will be defined an afterwards tested via a quantitative analysis to

analyzed phases as well as to the respective activities within the phases.

system and the vendor or implementation partner are selected.

• Liability

• Warranty

• Delay

• etc.

(**Table 15**).

**Table 15.**


#### **Table 12.**

*Activities in the presentation phase.*

#### *3.10.1 Other activities*

An agenda must be created for vendor presentations. The vendor presentations should be moderated. A documentation (e.g., minutes) of each vendor presentation is created. Each vendor presentation is rated by a defined Team via defined questionnaire. For the vendor presentations, data for the prototype is provided. The activities for the vendor presentations are also valid for the proof of concept.

#### **3.11 P11 shortlist phase**

#### *3.11.1 Other activities*

A shortlist of CRM systems and CRM providers (vendors and implementation partners) must be created (**Table 13**). All CRM systems and CRM providers from the reduced longlist are collected in the list. Based on previous defined detailed criteria, the CRM systems and CRM providers are evaluated and reduced to a shortlist.


**Table 13.**

*Activities in the shortlist phase.*

#### **3.12 P12 negotiation and contract phase**

The focus in this phase is to design the contracts (project contract, software contract, maintenance contract) and conduct contract negotiations (**Table 14**).


**Table 14.**

*Activities in the project initialization phase.*

#### *3.12.1 Other activities*

The negotiation strategy is defined, and the following important contract elements are identified:


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


**3.10 P10 presentation phase**

*Customer Relationship Management and IT*

proof of concept (**Table 12**).

*3.10.1 Other activities*

*Activities in the presentation phase.*

**Table 12.**

**3.11 P11 shortlist phase**

*Activities in the shortlist phase.*

**3.12 P12 negotiation and contract phase**

• Costs for licenses, consulting, development

*3.11.1 Other activities*

**Table 13.**

**Table 14.**

**62**

*3.12.1 Other activities*

*Activities in the project initialization phase.*

elements are identified:

• Terms of payment

During P10 phase, 1-n presentations will be held. This can also be considered as a

**Activities Nomination in phase** P **ABCD** Perform presentations 3, 4, 7 8 4.2500 8 0.6824 1 Proof of concept 4 2 4.0000 2 0.7143 2

An agenda must be created for vendor presentations. The vendor presentations should be moderated. A documentation (e.g., minutes) of each vendor presentation

A shortlist of CRM systems and CRM providers (vendors and implementation partners) must be created (**Table 13**). All CRM systems and CRM providers from the reduced longlist are collected in the list. Based on previous defined detailed criteria, the CRM systems and CRM providers are evaluated and reduced to a shortlist.

**Activities Nomination in phase** P **A B CD** Create shortlist 3, 4, 5 4 4.0000 4.0000 0.7667 1

The focus in this phase is to design the contracts (project contract, software contract, maintenance contract) and conduct contract negotiations (**Table 14**).

**Activities Nomination in phase** P **A B CD** Carry out negotiations 3, 7 2 5.0000 5.0000 0.9286 1

The negotiation strategy is defined, and the following important contract

is created. Each vendor presentation is rated by a defined Team via defined questionnaire. For the vendor presentations, data for the prototype is provided. The activities for the vendor presentations are also valid for the proof of concept.


#### **3.13 P13 decision phase**

In the decision phase, all decisions are collected, and a management summary is given. Final tests provide information and form the final basis for a definite decision (**Table 15**).


#### **Table 15.**

*Activities in the decision phase.*

#### *3.13.1 Other activities*

Possible reference customers (clients) of the final vendor are identified, contacted, and visited. During reference visits, the implementation project, the industry experience of the consultants, and the ongoing support will be discussed. The final contract negotiations are carried out. In the final phase, the most suitable system and the vendor or implementation partner are selected.

#### **4. Conclusion**

The study is interesting since viewpoints from a literature perspective as well as from a business side have been considered. The results of the qualitative content analysis (**Figure 2**) offer the possibility of the individual design of a procedure model for the selection of CRM systems.

The selection model can be changed or adjusted if necessary. This applies to the analyzed phases as well as to the respective activities within the phases.

#### **5. Future work**

In the qualitative analysis of CRM evaluation models, 13 phases including specific activities were identified. Based on this literature review, it is planned to conduct expert interviews. On the basis of these expert interviews, a new CRM evaluation model will be defined an afterwards tested via a quantitative analysis to confirm the results. Based on this new model, it is planned to develop guidelines how the model can be used.

**Model name Number**

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

*Qualitative Analysis of Different CRM Evaluation Models*

Auswahl und Einführung von CRM-Systemen [24]

*Overview of the evaluation models.*

[25]

**Table 16.**

**Table 17.**

**65**

*Normalization formula.*

Evaluationsprozess für CRM-Systeme

**phases**

CRM-Projekt [26] 2 Selection Phases White paper Vorgehensweie im Überblick [27] 5 Selection Phases Presentation slides

**# of phases Split # of phases Split # of phases Split # of phases Split** 1 0.0000 1 0.0000 1 0.0000 1 0.0000 2 1.0000 2 0.5000 2 0.3333 2 0.2500

**# of phases Split # of phases Split # of phases Split # of phases Split** 0.0000 1 0.0000 1 0.0000 1 0.0000 0.2000 2 0.1667 2 0.1429 2 0.1250 0.4000 3 0.3333 3 0.2857 3 0.2500 0.6000 4 0.5000 4 0.4286 4 0.3750 0.8000 5 0.6667 5 0.5714 5 0.5000 1.0000 6 0.8333 6 0.7143 6 0.6250

**Model type Procedure Document type**

6 Selection Road map Study

3 1.0000 3 0.6667 3 0.5000

7 1.0000 7 0.8571 7 0.7500

4 1.0000 4 0.7500

8 1.0000 8 0.8750

5 1.0000

9 1.0000

3 Evaluation Phases Bachelor thesis


**Figure 2.**

*Thirteen-stage selection model.*
