A CRM system implementation study for small companies.

Introduction. The implementation of CRM systems for small companies have not been widely explored by previous literatures, giving me the opportunity to research the system implementation process of Company X. The purpose of this research is to understand how to process implementation of a CRM system within the frame of a small company. Theoretical Framework. The theoretical framework encompasses the concepts of CRM and previous theories on implementation processes: one focusing on business implementation of CRM (Chalmeta, 2006), and another focusing on the IS implementation of CRM (Cooper and Zmud, 1990). The literature represents a ground to understand the implementation process of Company X. Methodology. The paper is an action research, a relevant research design to the implementation process of Company X in real-world settings. The sampling is 1. project documents from the CRM projects implementation, implicating technical records from Company X, and 2. an interview with a key actor of Company X implementation process. Empirical findings. The results showcased different themes and subthemes that arose in the system implementation process of Company X which are correlated in the analysis to previous theories. Analysis. The analysis of this action research explores the question of Company X's implementation stages. Because CRM is a multidisciplinary subject, grouping technology, people and processes creates a systematic perspective over Company X’s results with 2 theories: one emphasizing a business implementation perspective (Chalmeta, 2006), and one information system implementation perspective (Cooper and Zmud, 1990). Conclusion. The implementation process was executed, having a large scope grouping 3 themes: problem discussion, implementation, and management of change (Chalmeta, 2006). These 3 themes revealed implementation stages such as initiation, adoption, adaptation, acceptance, routinization, and infusion (Cooper and Zmud, 1990). The implementation process approached different factors in Company X: user, organization, task, and technology