PROPOSAL OF A METHODOLOGY FOR CUSTOMER RELATIONSHIP MANAGEMENT ADOPTION IN SMALL AND MEDIUM ENTERPRISES: A MULTIPLE CASE STUDY

How Customer Relationship Management (CRM) is regarded has been changing over time, and is currently a phenomenon with considerable importance, not only for big organizations but also for Small and Medium Enterprises (SMEs), due to the competitiveness that presently exists. After the literature review about the theme, the research questions emerged were: Why do SMEs need to implement CRM? How is CRM implemented in SMEs? In this, we proposed a methodology for the adoption of CRM by SMEs. A multiple case study, with an exploratory approach, was conducted. Data was collected throught semi-structured interviews in 6 organizations, with a total of 19 interviews. These organizations needed to be SMEs and to have a CRM strategy implemented in it already. Although, there are many SMEs that do not have the necessary resources to implement an adequate combined CRM strategy as well as CRM software, many result in using other programs that are more accessible, but not without limitations. This study proposes a suggestion for CRM adoption in SMEs, taking into consideration the analysis of the current CRM strategies employed by 6 different Portuguese SMEs, their characteristics, qualities and limitations, as well as their current experience. In our sample we were alble to observe that most processes corroborated what was presented in the literature. However, there were some exceptions that are discussed and that may be of importance in the Portuguese current context. Key-words: Customer Relationship Managment, Small and Medium Enterprises, adoption methodology