The Critical Success Factors for Implementation of Electric Customer Relationship Management in the Commercial Bank of Viet Nam

Abstract

In the context of globalization and international economic integration currently, competitive pressure from the requirements of customers for banking product and services are increasing. Banks must increase investment in technological applications, built and develop modern infrastructure to diversify the banking products and services, in which the most flourishingsector is electronic banking services. Implementing successfully Electric Customer Relationship Managemet - eCRM solutions banks are expected to be the optimal solution increasing ability to understand and approaching customers better, thereby improving the bank's competitiveness. However, successful rate of implementing eCRM in world as well as in Vietnam is not high. Banks implemented eCRM often have not achieved success as expected. This study identifies and quantifies the factors that affect the success of eCRM implement of commercial banks in Vietnam, then propose solutions helping banks implement successfully eCRM solutions, improving competitive competence of commercial banks in Vietnam today.