ISCAP – DM - Negócio Electrónico
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Browsing ISCAP – DM - Negócio Electrónico by Subject "Action research"
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- A customer relationship management implementation: the JCDecaux Portugal casePublication . Ribeiro, Mário Alexandre Valente; Babo, Rosalina Maria Gonçalves Ferreira BessaAny digital transformation within a company needs the adoption of advanced Customer Relationship Management (CRM) systems to streamline operations and enhance customer engagement. This dissertation examines the implementation of Salesforce CRM at JCDecaux Portugal through the lens of action research. It aims to provide an understanding of the strategies employed and explore how they can guideline future CRM implementations within the JCDecaux group and similar corporations. Using an action research approach, the study involved continuous collaboration with key stakeholders from various departments, including sales, marketing, and Information Technology (IT). It used a combination of qualitative and quantitative methods, including surveys, group meetings, and system usage analysis, to gather insights into the process. The findings reveal that the integration of Salesforce significantly improved data management, streamlined workflows, and enhanced decision-making capabilities. However, it also involved navigating complexities such as data migration, system integration, and user adoption. By applying Lewin's Change Management Model, Kotter’s 8-Step Change Model, and the Unified Theory of Acceptance and Use of Technology (UTAUT), the study provides a theoretical framework to understand and manage these aspects effectively. The results highlight the importance of continuous training, stakeholder engagement, and iterative feedback mechanisms in a CRM implementation. Additionally, it emphasizes the need for a user-centric design and scalability considerations to accommodate future growth. This research contributes to the academic conversation on CRM implementation by demonstrating the applicability of action research in complex organizational settings. It offers practical recommendations for enhancing CRM adoption and underscores the strategic value of these systems in fostering customer-centric business practices. Future research should explore the long-term impacts of CRM systems and the role of advanced analytics in driving further improvements.