Challenges of implementing customer relationship management systems in electronic media houses, Kenya

Abstract

In order to respond to the market demand, modern organizations have taken up Customer Relationship Management (CRM) Systems. This study sought to identify the challenges of implementing Customer Relationship Management systems in electronic media houses in Kenya. With a structured questionnaire targeting all the 58 media houses in Kenya, a response rate of 80.85% was achieved. Of the 47 respondent media houses, only 22 have so far implemented the CRM systems. The study results indicate that organization size, information systems capabilities, knowledge management capabilities, staff incentive initiatives, attitude on job security, leadership style, leadership innovation, leadership commitment, processes of marketing, sales and services, appropriate IT platforms and system designs are all deemed as challenges to the implementation of CRM systems by the respondents to a great extent. The study findings appreciate the benefits of CRM systems adoption which include increased operational efficiency, increased sales efficiency, generation of product development knowledge, customer satisfaction and retention, identification of cross selling opportunities, improved customer loyalty, real time information sharing amongst employees, identification of target customers, capturing and rewarding expertise of highest performers and generation of sales leads. For the success of the implementation, the study recommends managing of the human factor for both the employees and the clients of the organizations.