Constructing the Cloud CRM Benefits Identification Model

摘要

As one of the emerging SaaS in cloud computing, cloud customer relationship management (Cloud CRM) is even more appealing comparing to the traditional module in the enterprise systems to small and medium-sized businesses which often are short of resources to invest on their own hardware and software. Since the discipline of information systems concerns not only technology aspect, but also organization and people, all related aspects need to be properly aligned with each other to utilize the information technology adopted. This study applies Interactive Qualitative Analysis (IQA) by focus group data to explore the benefits realization model of cloud CRM. The results identify primary and secondary drivers as well as primary and secondary outcomes after the implementation of cloud CRM. These findings are expected to provide helpful guidance on significant benefits realization.