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Quality of CRM systems: a systematic mapping study
Boarim J., da Rocha A.  SBQS 2019 (Proceedings of the XVIII Brazilian Symposium on Software Quality, Fortaleza, Brazil,  Oct 28-Nov 1, 2019) 119-128, 2019. Type: Proceedings
Date Reviewed: 05/24/21

Editor’s Note: All papers in the Proceedings of the XVIII Brazilian Symposium on Software Quality (SBQS 2019) are in Portuguese.

Companies use customer relationship management (CRM) systems to collect/update/integrate client data. Actually, there is more to it: CRM should be viewed bidirectionally, with the customers deeply involved, proactively and reactively--the system becoming a customer enhancement center [1]. This paper analyzes the quality of such systems, synthesizing their necessary features as they come out from a systematic mapping of the technical literature. Its targeted audience includes professionals and researchers from the CRM domain. The presentation level is industry/academia.

Speaking about audience, we have a problem: the paper is written in Portuguese. I used Google Translate to get an English version, and I worked to understand all the details. I don’t know how many people with a genuine interest in CRM would follow my lead, which is a pity because the paper makes some very good points.

Any discussion about quality evaluation starts with the International Organization for Standardization (ISO)/International Electrotechnical Commission (IEC) 25000 standards (https://www.iso.org/standard/64764.html): they define the general criteria of quality. The authors also consider previous standards (ISO/IEC 9126, https://www.iso.org/standard/22749.html). To particularize them for CRM, two questions have to be answered:

(1) Which quality characteristics from ISO/IEC 25000 and 9126 are relevant in the CRM context?
(2) What quality characteristics are not present in ISO/IEC 25000 or 9126, but are still relevant in the CRM context?

Using an approach based on the PICO methodology, the authors devise a search string (having CRM as the main keyword) and apply it to Elsevier’s Scopus database. In this way, they find 201 articles dealing with CRM systems. Some ingenious inclusion/exclusion criteria were used to refine and limit the initial list: 27 titles remained. The references contained in these articles led to a second list of 13 titles: articles that do not refer to the ISO standard, while still relevant for the CRM domain. Each quality characteristic means actually a group of functionalities. All quality characteristics found in the articles, together with the corresponding functionalities, are extracted and analyzed.

In the analysis, the authors identify a consensus when considering the functionalities in three separate groups [2]: operational (support for planning/marketing/sales), collaborative (support for interaction with customers), and analytical (support for business intelligence).

Finally, some CRM systems are identified: Mobile-CRM [3], Cloud-CRM [4], and IoT-CRM [5]. For these categories, besides the general quality features, the authors analyze the specifics separately. All this together offers an integrative vision of the whole domain.


1)

Manusama,B LeBlanc,N Magic Quadrant for the CRM Customer Engagement Center Gartner https://www.zendesk.com/blog/gartner-magic-quadrant-crm/ (10/10/2020).


2)

Chien, T. K.; Ma , H. Y.; Hou, K. L. A study for establishing ideal CRM system function structure. In 2015 IEEE International Conference on Industrial Engineering and Engineering Management IEEE, 2015, 681–685. https://ieeexplore.ieee.org/document/7385734


3)

Marimho, E.; Resende, R. F. Quality factors in development best practices for mobile applications. In Proc. of the 12th International Conference on Computational Science and Its Applications Springer, 2012, 632–645.


4)

Colomo-Palacios, R.; Álvarez Rodríguez, J. M. Semantic representation and computation of cloud-based customer relationship management solutions. In OTM Confederated International Conferences Springer, 2014, 347–357.


5)

Yerpude, S.; Kumar Singhal, T. Internet of Things based customer relationship management--a research perspective. International Journal of Engineering & Technology 7, (2018), 444–450.

Reviewer:  Pierre Radulescu-Banu Review #: CR147271 (2109-0241)

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