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Success Factors for Analytical Customer Relationship Management in B2B Companies

In this research, we identify critical success factors (CSF) for analytical customer relationship applications, which are considered especially important for the success of business-to-business (B2B) companies nowadays. Two main facts have motivated this research. First, the B2B market changes towards being customer centric, even though the customer is not the end user. Nevertheless, the B2B customer has, due to the globalization and digitalization, more choices and becomes more demanding. Accordingly, B2B companies, which often focused mainly on their products and services have to increase their efforts in customer relationship management (CRM) and customer analytics. Second, research that focuses on B2B oriented markets is still sparse, but has to grow in order to support its sustainable development. To identify the CSF that allow the management of B2B companies to establish and increase their aCRM target-oriented and sustainable, a literature review has been conducted. We were able to develop a general valid framework of CSF, which can be used as a reference for any firm operating in the B2B-market that want to engage in or increase the success of analytical CRM.