Assessing the Company's E-Readiness for Implementing Mobile-CRM System

In today‘s world, most of companies are trying to survive in a competitive environment which has been increased in recent years. This competition has raised the customer power to select desired products and services among different suppliers and providers. So the importance of customer satisfaction and loyalty has been increased dramatically for companies and businesses. This is more important for distributor companies which deal with a lot of customers in a B2B market. Mobile-CRM has emerged new opportunities on customer satisfaction and loyalty. However, implementing a Mobile-CRM system is a complicated large project that affects all aspects of an organization and needs a huge investment which increases the risk of failure. To avoid this risk, the assessing of company‘s E-Readiness before starting main project is necessary but the vital question is that how companies can assess their E-Readiness level for implementing a M-CRM system and improve it. Since there was not introduced before a suitable model to help companies for achieving this, in this research we have investigated different models and selected VERDICT as a suitable model for assessing the E-Readiness of a company willing to implement a Mobile-CRM system. A large distributor company is the case study of this research. The research is conducted based on a descriptive-survey method using questionnaire tools for extracting the experts‘ opinion and determining the company‘s E-Readiness level. The results show that the level of E-Readiness of the case company for implementing Mobile-CRM, is in an acceptable situation based on all four main factors including Management, Information Technology, People, and Process. Additionally, the VERDICT model is recommended to those distribution companies that are planning to implement Mobile-CRM system to help them to prevent the risk of project failure.