Using Flexibility in Designing CRM Solution

  • Himanshu DuttEmail author
  • Kavita Chauhan
Original Research


The role of flexibility is eminent in designing a CRM solution. But the challenge is how to embed it. We must know where exactly to apply it. The purpose of this research therefore exactly is to identify the linkages between flexibility and CRM solution design and suggest how and where the flexibility can be embedded in this design. It explores the concept of flexible systems management and the CRM system as ‘independent’ and ‘interrelated’ set of activities based on systems-thinking concept. The research identifies two sets of flexibility affecting the CRM design—one, the flexibility of CRM process (and modules within) and two, the flexibility of CRM design and its users. The research also outlines what CRM features are critical for applying flexibility. We used Delphi method to prepare a ranking of such critical features for a successful CRM design. Based on this, we created a hypothetical used case for building and mapping flexibility to each CRM feature (from the six identified) plotted between flexibility and rigidity quadrant. Features ‘high on flexibility’ are recommended to ‘stretch further’, and those skewed towards rigidity are advised to ‘control or divest’. This study will be beneficial to practitioners looking forward to implementing CRM or those already underway. It should help these practising professionals in thinking ways to build flexibility, do scoping for their CRM project like which variables (read functionalities) to focus and assess how to leverage flexibility to meet productivity goals and business requirements of the present and the future.


CRM design CRM flexibility CRM scoping Delphi method Flexible CRM Process flexibility User flexibility 


Compliance with ethical standards

Conflict of interest

We declare we do not have any conflict of interest with respect to this manuscript.


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Copyright information

© Global Institute of Flexible Systems Management 2019

Authors and Affiliations

  1. 1.DMI Finance Pvt. Ltd.New DelhiIndia
  2. 2.Centre for Management StudiesJamia Millia IslamiaNew DelhiIndia

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