Applying Internal Customer Relationship Management (IntCRM) principles for improving business/IT integration and performance

Ever since the arrival of general purpose computers into the business environment, tension has existed between the departments who implement and manage the technology and those responsible for the core business functions and processes. This struggle to integrate business and IT functions becomes increasingly important as technology becomes so entrenched in every facet of business operations and a key source of competitive advantage.; Considerable research has examined the causes of this tension and offered a variety of solutions from changes in organizational structure to dramatically different approaches for systems development. However, too many of these solutions ignore the complex and holistic nature of organizational social systems. A more comprehensive approach is required that focuses on fostering, encouraging and nurturing internal relationships. In essence, internal business units and departments must adopt the same customer relationship management techniques internally that have become such a strategic focus externally.; Recent research on external Customer Relationship Management (CRM) initiatives have direct applicability towards improving internal relationship management. These include addressing internal cultural barriers, incongruent incentive and motivation systems, poor internal communication and collaboration, and an isolated approach to building technology solutions. This research, along with related studies and models on customer service, led to the development of a new holistic capabilities assessment model called Internal Customer Relationship Management (IntCRM). IntCRM is comprised of 5 key, inter-related and inter-connected dimensions that impact internal customer relationship management. The five dimensions are effective leadership, horizontal collaboration and communication, customer-centric culture, employee satisfaction and technology capabilities.; IntCRM is a comprehensive tool for examining an organizations propensity for successful business and IT integration and guiding improvement initiatives. An application of the of the model at a large financial organization demonstrates the efficacy and viability of the model. During this application, quantitative and qualitative analyses were conducted that showed a high degree of correlation between successful adoption of IntCRM principles and successfully delivering technology solutions to internal customers---i.e. business and IT integration!...