Analyzing Factors Influencing CRM Software Choice for SMEs

This report delves into the crucial factors that influence small and medium enterprises (SMEs) when selecting Customer Relationship Management (CRM) software. It begins by defining CRM software and its importance for SMEs in managing customer interactions and improving business processes. The report then compares and contrasts two research methodologies: qualitative and quantitative approaches, discussing their respective strengths, weaknesses, and suitability for the research problem. The research objectives and questions are clearly stated, focusing on understanding the concept of CRM software within an SME and identifying the key factors influencing client choices. The report reviews key readings and identifies factors like accessibility, scalability, customization, reporting, ease of use, and integration with other applications as influential. The discussion includes the application of various qualitative methods, such as narrative, phenomenology, grounded theory, and ethnography, along with the advantages and disadvantages of each. The report also addresses quantitative methods, highlighting their use in systematic investigations. Finally, the report examines research dissemination, considering the relevance to the target audience and effective communication strategies for the research findings.

The main factors influencing
the client when choosing CRM
software for SMEs

Contents
INTRODUCTION.....................................................................................................................................3
Section 1: Comparing Two research methodologies...............................................................................3
1.1 Research Problem..............................................................................................................................3
1.2 Selected key readings........................................................................................................................4
1.3 Two appropriate research methods....................................................................................................5
Section 2: Instrument and conclusion......................................................................................................8
2.1 Instrument..........................................................................................................................................8
2.2 Conclusions.....................................................................................................................................11
2.3 Bibliography....................................................................................................................................11
Section 3: Research Dissemination.........................................................................................................13
3.1 Relevance and audience...................................................................................................................13
3.2 Communication of Research............................................................................................................13

INTRODUCTION
A Customer Relationship Management or CRM software can be defined as a type of
software that comprises of various tools that are usually used by B2B companies. This is because
they have to track prospects as well as their customers through a long cycle of sales. Small and
medium enterprises are increasingly implementing CRM software into their systems in order to
understand the needs of the customers in a more efficient manner(Ahani,Rahimand Nilashi,
2017). At its center, purchaser courting control (CRM) is all the sports, techniques and
technologies that businesses use to manipulate their interactions with their contemporary and
ability clients. CRM facilitates agencies construct a courting with their clients that, in flip,
creates loyalty and client retention. The report explains the main factors that influence the client
while choosing CRM software for SMEs. Apart from this, there is also a detailed explanation of
the proposed research instrument that will be used in order to collect data.
Section 1: Comparing Two research methodologies
1.1 Research Problem
Small businesses usually are not able to understand the needs as well as preferences of
the customers in an effective manner. A CRM software can simply get the information for you. It
can not draw conclusions for your behalf or get your team members to behave on them. Your
income or advertising team needs to use this fact to successfully deal with client troubles, make
the most possibilities and close extra income(Ardyanand Sugiyarti, 2018).As a result, they find it
difficult to attract potential customers and retain them. This study is mainly focused on
understanding the main factors that influence the client while choosing CRM software for SMEs.
One of the reasons behind this is that not much studies have been conducted on this topic.
Therefore, this research will be beneficial as it will enhance the overall knowledge about the
same. Thus, the main objectives and research questions that would be analyses through current
investigation consists of :
Research Objectives
 To review about the concept of CRM software within a SME.
 To evaluate and determine the main factors that are influencing the client while choosing
CRM software for SMEs.

Research questions
 What is meant by the concept of CRM software within a SME?
 What could be the main factors that are influencing the client while choosing CRM
software for SMEs?
1.2 Selected key readings
An exceptional CRM software is designed to correctly manipulate data throughout
numerous client profiles, whilst additionally supplying the business with the self-belief to narrate
to every in an organized and professional manner. When deciding on a CRM (Customer
Relationship Management), bear in mind that is the number one tool inside the arsenal of the
sales team, and will enable constructing and preserving long-term relationships with contacts and
customers.
Managing customers means a greater ability for agencies to win greater offers, ensure higher
lead generation, and improve universal income.When a corporation does determine to invest in a
CRM device, it is prudent to envision it’s the proper one for his or her enterprise desires. To start
with, it’s higher when selecting a CRM to don't forget that it offers a great match with your
everyday commercial enterprise practices. It should have all the proper answers to everyday
problems and hiccups that you face, or are probable to face alongside the way.The various
factors are described below –
Accessibility and Scalability –While choosing the CRM software for SMEs, it is
important to keep in mind that it is user friendly and that the customers will be able to use it
easily(Ciecior and et.al., 2020). Also, it should be cloud friendly, which means that it is
accessible anytime, anywhere. If the software will not be easily accessible, it will not serve the
purpose and thus the SMEs will not be able to conduct their business operations smoothly.
Customization and Reporting – This is another factor that can influence the decision
while choosing a CRM software. Customers today prefer the products they purchase to be
customizable. This is because if a CRM software will be customizable, it can be adapted by
another software easily. Also, this will give insights about the needs and preferences of the
customers, as a result, the small businesses will be able to understand the needs of their
customers in a much more efficient way.

Ease of use -As maximum corporations realize, getting employees to conform to any new
system is a herculean undertaking. An easy-to-use CRM is much more likely to be time-honored
and used, creating higher fee for the enterprise(Hosain, 2020).When the design is simple to
recognize and use, examine and interpret with simple analytics, and to document, most
employees are satisfied to test. It is also less complicated to educate customers on this sort of
simple gadget as a correctly implemented machine have to beautify productivity and not vice-
versa.
Integration with ERP and other Applications -Seamless connectivity is the vital any
commercial enterprise, due to its effect on the cost. To help deliver a 360-degree view of income
and advertising, companies use a ramification of solutions, and consequently, integration with
ERP is a crucial aspect of current CRM software. Seamless integration allows you the liberty to
better speak with clients and peers by using lowering time and effort. It additionally gives a
higher view of the consumer records to permit demanding situations and better take care of
customers (Ahani, Rahim and Nilashi, 2017).
1.3 Two appropriate research methods
The two most appropriate and commonly used research method consists use of qualitative
and quantitative form of method which are mainly applied by investigator to collect, analysis and
interpret a set of data to achieve and met the set objectives in a manner. A full detailed critique
and full analysis of these two of research method is provided below along with pros and cons of
each method in context of current set out research questions and research problem:
Qualitative research method
The qualitative form of research method comprises of collecting and analysing a non-
numerical form of data which mainly aim at and focuses on having a deep understanding of
concepts, opinion and experience of selected participants. Apart from this, an analysis has been
also made out that the use and implication of qualitative form of research method comprises of
interpretivism form of philosophy which emphasis and claim that individual observers have their
own perception and understanding of reality thus, lead to a more better and effective
development of theory (Law, 2017). Further, it has been also evaluated during the course of
current study that qualitative form of research method is associated and in-line with inductive

form of research approach that is applied and used for better testing and scanning of in-depth and
detailed form of data.
Application of qualitative from of research method by the researcher for a current topic
based on main factors influencing the client when choosing CRM software for SMEs is effective
and vital as it improve Customer Experience through Qualitative Research by asking for
feedback at each key point in the user journey and it is both user & customer centric. Further, it
has been analysed that the various approaches and forms of method used and applied by
researcher under qualitative form of research method consists of narrative form of approach that
is mainly applied and used by a researcher to explore the life of an individual, tells their story
(Ghamry and Shamma, 2020). Further, application of phenomenology is also commonly applied
and used by an investigator under qualitative form of research method as it attempts to
understand or explain life experiences or phenomena to get better understanding and in-sight in
the current set research problem and questions. Beside this, it has been also seen that the
application of grounded theory is also made by a researcher that provides and facilitates a more
effective took to investigates the process, action, or interaction with the help of a goal developing
theory that is “grounded” and in-depth within the set observations. The qualitative research
method applied and used for under the above discussed sources is based on ethnography which
aim at describing and interpreting an ethnic, cultural, or social group with the help and support of
Case study form qualitative research method (VanKooten, 2019). The use of qualitative form of
research study based on case study seems suitable to meet set objectives and research questions
as it examines episodic events in a definable framework along with develops an in-depth
analyses of single or multiple cases which generally explains “how” factor through detailed
information thus, lead to better determination of the main factors influencing the client when
choosing CRM software for SMEs. Apart from this, a critique and discussion about the main
pros and cons of qualitative form of research method is provided below in form of main
advantages and drawback of application of qualitative research method in context of set research
problem.
Advantages Drawback
Provides a detailed and in-depth form of
information to effectively understand the
Use of qualitative form of research method is
based on theoretical form of research

attitudes and view point of respondents
(Qualitative Research: Definition,
Methodology, Limitation, Examples, 2019).
approaches like grounded theory or case study
thus, does not support a statistically
representative form of data collection.
The qualitative form of research method is
always open ended and includes the human
experience thus, ensures and leads to better
development of a new theory based on analysis
of set problems and research objectives.
Beside this, use of interview and focus group
as data collection tool used by a researcher
under qualitative form of research method is
also quite complex and time consuming that
makes is less efficient and costly method of
investigation (Daniel, 2018).
Quantitative research method
The Quantitative form of research method is based on the process of collecting and
analyzing numerical data which is collected in statistical form. Thus, application and use of
quantitative form of research method consists use of a well defined patterns along with averages
in order to make a valid and accurate predictions by the way of test causal relationships, and
generalizing the gathered results to wider populations. Beside this, it has been analysed that use
and application of quantitative form of research method includes utilisation of positivist research
philosophy which is appropriate and useful to conduct and carry out an investigation in more
systematic and practical way (Ratnam, 2019). Apart from this, the use of quantitative form of
research method is associated and in-coordination with deductive form of research approach that
is vital and important for testing and scanning of quantitative and numeric set of data which
facilitates a measurable set of results. Beside this, the application of quantitative research
methods is based descriptive, correlational or experimental form of research approach out of
which the in descriptive research it simply seek an overall summary of the various study
variables while in correlational research investigation is tend to be emphasis more on
relationships between the set study variables while the in experimental research a systematically
examination is made whether there is a cause-and-effect relationship between variables. Thus,
with respect to current and above stated set of sources use of experiment form of research
method is seen which lead to a more systematic form of investigation to accomplish better
information about the main factors influencing the client when choosing CRM software for

SMEs through better control or manipulate an independent variable in order to effectively
measure its effect on a dependent variable.
Further, it has been also analysed that the use of quantitative form of research method is
more cost and time efficient to conduct or carry out any research is it involves easy collection of
data along with the use of questionnaire which facilitating a less complex way of data analysis
(Rodrigues and Rosa, 2019). It has been observed that the use of quantitative research method
includes application and utilisation of statistical tool like frequency table and pie charts to have
better and easy presentation and analysis of collected which ensures a more specific and
measurable set of research results and conclusion. The main pros and cons associated with the
use of quantitative form of research method are provided and stated as below under the heads of
advantages and disadvantage of quantitative research method:
Advantages Drawback
It is easy and less time consuming to collect
and analysis data under quantitative form of
research method that is mainly gathered in
numeric and statistical form (An introduction
to quantitative research, 2020).
Use quantitative form of research method may
lead to superficiality of facts as it involves
using precise and restrictive operational that
may inadequately represent complex concepts.
Direct comparison of results along with
analysis of Data from large samples is possible
under the quantitative form of research method
that can be easily processed and analyzed using
reliable and consistent procedures through
quantitative data analysis.
Lack of theoretical and in-depth form of
information limit the scope of qualitative form
of research method thus, fails to consider
historical and cultural contexts that may affect
data collection and results (Devi, 2017).
Section 2: Instrument and conclusion
2.1 Instrument
There are different types of research instruments that can be used for collecting data. In
context to this report, a questionnaire has been used for data collection. A questionnaire can be
defined as a type of research instrument that consists of a series of questions based on the
research topic(Law, 2017). The respondents are given an option of either answering or not
answering the questions that they are not comfortable with. In context to this report, the

questionnaire has been designed very carefully by keeping in mind the topic in mind. Both open
ended as well as close ended questions have been used in the report to collect as much accurate
and reliable information as possible. There are many advantages of using questionnaire in a
research. For example, they are easy to handle and can also be analyzed with ease and does not
require a lot of effort. Data collection through questionnaires involves less amount of cost as well
as time. The number of questions in the questionnaire was kept moderate and were direct as well
as easy to understand.
On the basis of above discussion it has analysed that both qualitative and quantitative
form of research method have their pros and cons as use of quantitative method is vital to
maintain efficiency level while qualitative form of analysis is important to lead out and conduct a
detailed investigation. Therefore, implication of a mixed method of research is seemed useful
and vital with respect to current investigation. Conducting and making use of both quantitative as
well as qualitative form of research method is seemed suitable and justifiable as qualitative
method is appropriate to gain understanding about the underlying reasons and motivation in
order to uncover all relevant trends and opinion to achieve set objectives (Cieciora and et.al.,
2020). Further, application of quantitative form of research method is also vital and important to
generalise results through more specific set of data along with leading better presentation and
analysis of facts to reach an appropriate and specific form of results in numeric and measurable
terms.
Following below stated questionnaire is used for collection of data based on the topic of
main factors influencing the client when choosing CRM software for SMEs which consists of
some close ended questions based on quantitative form of research method along with some open
ended questions that are associated with qualitative form of research method (Ardyan and
Sugiyarti, 2018). The below stated questionnaire would be mailed to the selected participants for
efficient and smooth collection of data for current investigation. A sample size of 40-50
participants would be selected from the employees, managers and other associated parties of a
SME to collect valid information on the topic of main factors influencing the client when
choosing CRM software for SMEs with use of random method of sampling.
Questionnaire
Q1) Do you having any understanding and implication about the topic of use of CRM

software within a SME?
a) Yes
b) No
c) Neutral
Q2) What could be the main benefits and advantages of making use of CRM software
within a business organisation?
a) Better knowledge of customers
b) Better customer retention
c) Better anticipation of needs
d) Better and speedier communication
e) Better protection of data privacy.
Q3) Are you agreed with the fact that some issues and challenges are also associated with
application and use of CRM software?
a) Strongly agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q4) As per your view point, which one is the main factors influencing the client when
choosing CRM software for SME?
a) Accessibility and Scalability
b) Ease of use
c) Customization and Reporting
d) Integration with ERP and other Applications
Q5) What overall impact would be lead out by use of CRM software in the overall
productivity and sales level of a SME?
a) Positive
b) Negative
c) Neutral
d) No impact
Q6) What is meant by the concept of CRM software within a SME and why it is so

important and vital for a business organisation?
Q7) What could be the some of the main challenges and issues that are encountered by a
SME while implicating and making use of a CRM software?
Q8) How would you reflect about the main factors and reasons which are influencing the
selection of a suitable CRM software by a client within SME sector?
Q9) What could be the main steps and strategies undertaken by managers and leaders of
SME for more effective use and application of CRM software?
Q10) Any further recommendation and suggestion for SME to have better CRM software
which ensures a more efficient and positive customer relationship.
2.2 Conclusions
On the current investigation a conclusion can be made that the Customer relationship
management software (CRM) is vital for a firm which allows companies to take advantage of the
data they collect every day trough more systematic recording and analysing. It has been analysed
that the CRM software can track sales, locate trends and automate many of the interactions that
occur in the company on a daily basis and lead to a more positive and better relationship with
customer on the basis of their routine feedback and past information. Further, it has been also
analysed that the Accessibility and Scalability, Customization and Reporting, Ease of use and
Integration with ERP and other Applications are the main factors influencing the client when
choosing CRM software for SMEs.
Further, a summarisation can be made that the main focus and emphasis of qualitative set
of research method is on to gather in-depth and detailed in-sight in a problem or set research
questions to generate and come up with new ideas as solution and theory. On the other hand it
has been also analysed that the quantitative set of research method are relayed and associated
with the collection of numeric form of data that is easy to collect and present and also ensures a
more specific and measurable set of research results.
2.3 Bibliography
Books & Journals
Ahani, A., Rahim, N.Z.A. and Nilashi, M., 2017. Forecasting social CRM adoption in SMEs: A
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Ardyan, E. and Sugiyarti, G., 2018. The influence of e-CRM capability and co-information
sharing activity on product competitiveness and marketing performance of small and
medium-sized enterprises. International Journal of Electronic Customer Relationship
Management. 11(2). pp.158-178.
Beins, B.C., 2017. Research method: A tool for life. Cambridge University Press.
Cieciora, M. and et.al., 2020. Key criteria of ERP/CRM systems selection in SMEs in Poland.
Online Journal of Applied Knowledge Management (OJAKM). 8(1). pp.85-98.
Daniel, B.K., 2018. Empirical verification of the “TACT” framework for teaching rigour in
qualitative research methodology. Qualitative Research Journal.
Dehghanpouri, H., Soltani, Z. and Rostamzadeh, R., 2020. The impact of trust, privacy and
quality of service on the success of E-CRM: the mediating role of customer satisfaction.
Journal of Business & Industrial Marketing.
Devi, P.S., 2017. Research methodology: a handbook for beginners. Notion Press.
Ghamry, S. and Shamma, H.M., 2020. Factors influencing customer switching behavior in
Islamic banks: evidence from Kuwait. Journal of Islamic Marketing.
Hosain, S., 2020. Formulation and Implementation of CRM for Service Firms. A. Elahi, MS
Hosain and M. Rasel/IJTB. 2(1). pp.1-7.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research
methodology. Taylor & Francis.
Law, C., 2017. The study of customer relationship management in Thai airline industry: A case
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Moon, M.D., 2019. Triangulation: A method to increase validity, reliability, and legitimation in
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Ratnam, C., 2019. Listening to difficult stories: Listening as a research methodology. Emotion,
Space and Society, 31, pp.18-25.
Rodrigues, P. and Rosa, P.J., 2019. Eye-tracking as a research methodology in educational
context: A spanning framework.
Säfsten, K. and Gustavsson, M., 2020. Research methodology: For engineers and other problem-
solvers.
VanKooten, C., 2019. A research methodology of interdependence through video as method.
Computers and Composition, 54, p.102514.
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Cham.
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Qualitative Research: Definition, Methodology, Limitation, Examples. 2019. [Online] Available
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Section 3: Research Dissemination
3.1 Relevance and audience
The targeted and indented audience for current investigation based on main factors
influencing the client when choosing CRM software for SMEs comprises of all the owners,
managers and entrepreneurs who are operating and withholding any business organisation as it is
vital to provide and facilitates information about the concept of CRM. An analysis can be made
that concept of CRM is vital to store customer and prospect contact information, identify sales
opportunities, record service issues, and manage marketing campaigns, all in one central
location. Thus, all business organisation need to have understanding and information about the
CRM software as it directs affects their relationship and connection with customers on which the
whole productivity and sales revenue of a firm depends.
Further, an implication can be made that the right audience for implementing current
research findings all includes interested researcher and scholars who might tend to have interest
in the topic of the main factors influencing the client when choosing CRM software for SMEs.
Further, the current investigation is also vital and important for students and potential researcher
as provided all needed on information about the set of research method along with their pros and
cons. Therefore, it is vital for all interested parties and scholars to sharpen their understanding
and knowledge about the topic of main factors influencing the client when choosing CRM
software for SMEs along with facilitating improvement and better development of managerial
skills and other interpersonal competencies to conduct and lead out an investigation in more
better and effective manner.
3.2 Communication of Research
Communication of research outcomes and main findings with intended audience is vital
and essential tool which ensure better implication and practical use of investigation and study
carry out. The summarising, media and design of the current report would be based on use of
online modes of communication in order to properly transfer the needed information in a most
vital and efficient manner. Further, the partners in public organisation, NGO and association is
important and vital to effective conduct and undertake a research and investigation in an efficient
to achieve and meet all set objectives and overcome a research issues and problem. With respect
to current investigation use of online and digital tools of communication would be made for
more efficient and smooth flow of data and required information. Use of e-mails would be made

for transferring and collecting information the indented audience. Further, utilisation of social
media is would be made by the investigator for better flow and communication of main research
outcomes and findings with all participants and intended potential audience as it provides a most
simplest and cost efficient manner of communication with a wider set of population.