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

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.


Introduction
Famous economist Erwin FRAND stated that "Every company's greatest assets are its customers, because without customers there is no company" this statement shows the role of customers in all business activities, is the factor determining success of business. The question now is how to use technology, people, management processes in an optimal way in order to capture the essence of customers' interests, behavior, value. From there, they can come up with the best goods and service to meet customers' demands. Long time ago, in over the world, customer relationship management -CRM is mentioned as an effective solution which help administrators solve these above issues. CRM is a broad field which many scholars and administrators interested in, research and develop. CRM is strategy attracting and maintaining customers by focusing company's resources on supplying products, services and customers care. CRM help businesses approach and communicate with customers in a systematic, effective manner. CRM manages comprehensively information about customer, serve overall targets, seek for new customers, maintain existing customers, entice former clients back, create good and long-term relationships with clients. In view of the business strategy oriented customers:"CRM is a set of strategic activities aims at selecting, establishing, maintaining and developing good and long term relationships between businesses and customers on the basis of adapting the processes to create interests of consumers and businesses ".
Along with the advancement of information communications technology, establishing of Internet and Web 2.0 technology promotes the development of e-commerce. The concept of CRM in the context that e-commerce becomes eCRM (Electric Customer Relationship Management). According to Pan and Lee (2003) "Taking advantage of the revolutionary impact of the Internet, e-CRM expands the traditional CRM techniques by integrating technologies of new electronic channels, such as Web, wireless, and voice technologies, and combines them with e-business applications into the overall enterprise CRM strategy". eCRM increases ability to capture, integrate and distribute customer data obtained from company's Website. Thereby, businesses obtain useful information about customer behavior. eCRM supports business serve customer better by holding valued customers and enhance ability to analyze customers.
The study is carried out to find models showing the relationship between factors affecting successful implementation of eCRM solution in Vietnam's commercial banks and the impact of successful implementation of eCRM solutions to customer relationships, thereby making the solution to help Vietnam's commercial banks in the process of implementing eCRM solutions. To accomplish this objective, research carries out specific following objectives: -Identify and analyze the influence of the factors affecting the successful implementation of eCRM solution in Vietnam's commercial banks; -Analyze the influence of successful implementation of eCRM solutions on customer relationships in Vietnam's commercial banks; -Propose some recommendations and solutions that help banks implement successfully eCRM solutions.

The Work System Framework
From the socio-economic point of view and having implication that a system can combines both technical issues and problems related to human and interests of human and this system can be covered by others larger systems, Alter (2002) in his study defined "Work system" is "a system in which the participants and machinery do the work by using information, technology and other resources to create products or services to the users in and outside the system". Method of operating systems use the concept "work system" as a focus in understanding, analyzing or improving the system of institutions whether this system are related to IT or not. This method uses both static and dynamic views on the operation of the system. Static view based on "work system frame" help defines the basic elements to understand and evaluate the operating system. This framework is fully useful rules in describing the studying system, identifying challenges and opportunities, describing the possible changes, determining the influences of different parts of the system on the others. With this dynamic views, this method based on "model of work system's life cycle" to show that an operating system can be develop through several iterations of the four system's development stages, they are analysis, design, implementation and operation.
The work system has 9 components closely relating with others: Customer relationship management (CRM) is a business model which regard customers as center and is built on basis of customers. Enterprises must constantly change in the design of business process to meet the continually changing needs of customers based on behavioral information and feedback of customers.The research of Garrido-Moreno and Padilla-Meléndez (2011), Esmaeilpour and Dashti (2013) also confirmed that business procedure affect the successful implementation of CRM / eCRM. Therefore this research proposed hypothesis: H 3 : Business process has proportional impact on success of eCRM Consultant team must have knowledge and experience in implementing eCRM solutions for banks, simultaneously understanding clearly the bank with the developing goals and strategies, actual state of customer relationship management. Skills, qualifications and experience of the consultant team has great impact on the success of eCRM solutions, because this team will give a solution, or persuade banks to use the solution, and direct bank's staff perform solutions in the business procedure of the bank. The research of Kim et al. (2002), Luis E. Mendoza et al. (2007) affirmed the influence of consultant team on success of eCRM solution. Therefore this research proposed hypothesis:

H 4 : Competencies, skills and experiences of consultant team have a positive effect on the success of eCRM
The project team is the team representing for the bank combining with the consulting team to implement eCRM solution. The competencies, skills, professional levels, ability to cooperate with the consultant team of Bank's project team will affect success of eCRM. This team play the role giving the description of the operation of the business processes related to customer relationship management business along with the requirements of management, information, control, and information processing; therefore, if the capacity of this team does not guarantee , it will affect greatly success ability of eCRM. Some researches of Payne and FrowAlmotairi (2006), (2008), Abd El Kader (2012), Esmaeilpour and Dashti (2013) confirmed that skills, experiences of project team will affect the success of eCRM project. In this research author proposes hypothesis as follows: Skills, understanding of roles and responsibilities of each position, compliance with process and regulations when using eCRM system will affect the quality of system. Payne and Frow (2006) has emphasized that the cooperation of employees and resources management is one of the four important components in CRM implementation process of an organization. The satisfaction of using the use of customer relation skills along with the support of the CRM system will help organization implement CRM successfully (Esmaeilpour and Dashti, 2013). Therefore this research proposes hypothesis:

understanding, compliance of users have proportional impact on success of eCRM
The input data are complete, accurate, consistent, timely to ensure system provide valuable information; therefore, quality of input data affect greatly the success of eCRM. The quality of data collected and stored are evaluated through the correctness, full and timely, safety in storage and processing. Researches of (King and Burgess, 2008), (Roh et al., 2005), (Almotairi, 2010) confirmed the role of data quality with the success of eCRM. Therefore this research proposes hypothesis:

H 8 : Data quality has positive impact on success of eCRM
Resources of technological infrastructure, systems, communications network related to the operation of eCRM will directly affect the operation of system, whether it ensures stable, timely or not. This is also an important factor affecting the success of eCRM. Researches of (Da Silva and Rahimi, 2007), (Alt and Puschmann, 2004), (Almotairi, 2010) affirmed the influence of technological infrastructure on success of CRM/eCRM. In this study the author proposes hypothesis as follows: During the implementation process, operation of policy system, surveillance and measurement is a feedback channel evaluating system, thereby having improvements, timely adjustment so that system operate properly, achieving the set-up objectives. This is also a major factor affecting the success of CRM/eCRM implementation, whic was confirmed in the reseaches of (Da Silva and Rahimi, 2007), (Eid, 2007;Pan and Associates, 2007), (Almotairi, 2010). Therefore, in this study, authors propose the following hypothesis: H 10 : Monitoring, controlling, measuring in the process of implementation and operation have positive impact on success of eCRM Efficiency of customer relationships are often evaluated through customers' satisfaction, trust, loyalty, commitment, willingness to introduce others people to use products and services of the Bank. Sivaraks et al. (2011), Maroofi (2012 demonstrated by experiment in the banking industry in Thailand and Iran the relationship between successful eCRM deployment and efficiency of customer relationships. Therefore this research proposes hypothesis: The success of eCRM has a proportional impact on the to efficiency of customer relationship

Research Methods
Research process follows these steps: -Overview of research: Based on the theories of Alter's operating system to determine the research model, hypothesis and measurement scale. The scales in English was translated into Vietnamese and adjusted words by consulting the experts, then translate conversely to evaluate homogeneity of the meaning of the questions in the translation process. The measurement scale and references are shown in Appendix 1.
-Qualitative research: Make 5 in-depth interviews with leader, head of the project, the consultants of eCRM solution in Vietnam's commercial banks. Qualitative research helps the author check the research model, adjust measurement scale and calibrate suitable research models.
-Preliminary quantitative research: Research conducted the trial investigation with 50 employees, leaders of the Bank that has engaged to implement and operate eCRM solutions directly and online. The result of this step help research check and calibrate the measurement scale.
-Official quantitative research: Design the written questionnaires and online questionnaires, then send written and online questionnaires to the survey entity, collect data, process and analyze collected data.

Research Form
According to the Hair et al. (1998), the sample size in official quantitative research, for analysis of factors exploring EFA, the minimum sample size is larger five times than the total indicators of measurement scale. This study has 61 indicators using factor analysis, therefore the minimum sample size is 61 * 5 = 305 observations. According to Tabachnick et al. (2001), this study has 10 independent variable, so the minimum sample size is 50 + 8 * 10 = 130 observations. Combining 2 above requirements, the minimum sample size for this study was 305 observations. Research taken votes directly and online. The object of the investigation is the management team, employees of the bank related to implementation and operation of eCRM system in 10 Vietnam's commercial banks which have been implementing the eCRM/CRM solution, consultant team of eCRM solutions for commercial banks in Vietnam.
Obtaining vote directly and onlines must ensure a wide spectrum of gender, age, seniority, expertise, field, position. Time to complete the votes collection is 3 months (01/2016-03/2016). The number of votes taken back is 352, in which there are 302 direct votes (ratio 302/500 reaching 60%), 50 online votes (ratio 50/600 online reaching 8.3%).
The study had to junk 44 votes because of lacking many important information or the study consider that answer in these votes are non-cooperation. The number of votes obtained from 10 commercial banks which is valid and put into the data analysis is 308 votes.

Data Analysis Method
After having the data, using economics tools to analyze and evaluate relationships in research model: Evaluate the reliability of measurement scale using Cronbach Alpha reliability coefficients, EFA, CFA, SEM.

Reliability of Measurement Scales
To assess the suitability of variable when put into the model, the study checks the reliability of the measurement scale using Cronbach Alpha reliability coefficients. Test results showed that Cronbach Alpha coefficient of business process factors (α = 0.455), eCRM system users (α = 0.394), Testing, monitoring and measurement (α = 0.419) are smaller than 0.6, therefore variables in 3 measurement scale is eliminated.

Confirm
Based on variables), analysis (C 0.473 is sm 1988), so following f

Discuss the Research Result
Research model is built based on the model of work system of Alter (2002) proposed to study in organizational systems based on both static and dynamic views to assess the systems. Based on the theoretical model of electronic customer in the commercial banks. In addition the study also inherits the previous research results published proposal of testing the effects of successful eCRM implementation to effectiveness of customer relationship at the Vietnam commercial banks.
With quantitative research method, analytical method used to discover EFA factor, confirmed factor analysis CFA, structural equation model SEM, research result shows that the factors affect successful eCRM implementation in commercial banks including eCRM strategy, Top management commitment, IT infrastructure, consulting team to implement the project, the project team eCRM,banking culture, data quality according to the hypothesis posed. The result of analysis of research data also shows successful eCRM implementation will impact on effectiveness of customer relationship at commercial banks. As follows: First, the research result confirms the management strategy of electronic customer relationship, group of human factor (Top management commitment, implementation consultants, project team of the bank), group of technology element (technology infrastructure, data quality) strongly influence on successful eCRM deployment at commercial banks. This is consistent with the announced research results.
Second, the research result confirms banking cultural factor affects successful eCRM implementation at commercial banks in line with the context of the commercial banks in Vietnam, a collective culture. Collaboration, sharing in banking environment will greatly affect the task implementation in general and eCRM deployment in particular.
Third, the research result indicates the affecting order of the factors to successful eCRM implementation is: eCRM strategy, Top management commitment, data, eCRM project team of banks, consultants, technology infrastructure, banking culture, in which eCRM strategy has the most powerful influence. These factors explain 51% of variance of eCRM solution success.
Fourth, the research result also confirms successful eCRM implementation affects effectivenss of customer relationship at commercial banks. The concept of success of eCRM explains 15.3% of variance of effectiveness of customer relationship at commercial banks.
Fifth, the scales for the factors affecting success of eCRM solutions, assessment of eCRM success, effectiveness of customer relationship achieve unidirectional, convergence, reliability and highly distinguishing value shown through CFA analysis data and structural equation model.

Some Proposals
Based on the research result on the factors affecting successful eCRM implementation, author proposes some suggestions for Vietnam commercial banks in the process of implementing eCRM solution, as follows: eCRM strategy eCRM strategy formulation is the first step in the process of implementing CRM for a bank. Banks should build a strategy of electronic customer relationship management, customer-centric in which that needs of customer directs for all operations of the bank. Full eCRM strategy with clear objectives based on the general strategic development of the bank will support maximum the eCRM implementation process. About eCRM strategy communication to all parts of the bank will help the entire bank staff aware of the meaning and objectives and benefit of eCRM for bank thereby facilitating maximum successful eCRM implementation.

Commitment of senior leaders
The determination of interest, the maximum commitment to support the implementation process of the senior leader of bank is the factor guaranteeing success for implementing eCRM at bank. During the implementation process will face many problems arising beyond the control of the project team, so need settlement of senior leaders. The drastic, thorough direction and timely support of senior leaders during project implementation period at the same time has timely decisions to ensure the implementing progress as well as quality of the project, to ensure success, achieving its objectives.

The human factor in implementing eCRM
The human factor plays an important role in the successful deployment of management information system solution in general and eCRM solution for commercial banks in particular. The projects of successful information system implementation in general has pointed out the human factor accounts for 60% of success, process accounts for 30% and 10% is dependent on technological factor. Human factor in the process of implementing eCRM at a fairly wide bank in which to focus on some key elements are: Qualification and experience of consultants, solution deployment; Qualification and experience of the project team of the bank.
On the consultants implementing eCRM solution : In the process of implementing eCRM solution, the role of the implementing consultants is very important because this is a team of analysts, designers, offer appropriate solutions and implement that solution to customer relationship management of the bank. Thus, the bank really needs a team of consultants has sufficient knowledge and experience in implementing eCRM for commercial banks. This is a big challenge for commercial banks when selecting this team because in Vietnam this team is really not much, not much experience in the deployment while international consulting team is not deep. The criteria for evaluating implementing consultants the banks need to assess based on: experience in consulting, deployment; scale of implementing and consulting banks; the stability of long-term commitment; deep understanding of the operation of commercial banks in Vietnam and the business characteristics of implementing banks; acknowledge of customer culture, grasp well customer trends in the products of modern banking services; good knowledge of banking technology. Implementing consultants need to separate into two separate groups including Implementation and Consultant to ensure objectivity.
The project team of the bank: Banks should establish eCRM project management unit with the full participation of the relevant specialized department to coordinate in building strategy and specific development plan, deployment of eCRM solution. eCRM project team need good profession on customer relationship management, knowledge of banking products and services, customer knowledge, changing trend of the needs and behavior of customers for banking services, the ability to analyze and describe, assess the involved business processes. The project team identifies fully the requirements of bank management, requests detailed information and gathers and then transmit the requirements to a team of implementing consultants to include in the solution. Collaboration skills with implementing consultants is critical skills of the project team. On the other hand the project team needs a full understanding of test, assessment and control the management processes that are transferred into the process of eCRM solution. Also experience in implementing projects, IT application is also important for the project team. To successfully implement eCRM for commercial banks, not only the project team needs skills, ability and experience, clear project organization structure but also the banks need to learn and control project implementation according to international standards.

The investment in technology application at bank
Technology plays an important role for successful eCRM solution deployment at commercial banks reflected in two important factors are the IT infrastructure and data quality.
IT infrastructure: Along with the powerful development of the IT, the Internet and social networks and smart mobile devices makes big changes in behavior, habit and customer demand for the banking products and services, the commercial banks is required to have a modern technological infrastructure. The basic technology of eCRM system include specialized customer data warehouse (data mart); applications for data analysis; building the customer experience for banking products, personalized and consistent across all trading channels; setting the trading channel Internet Banking, Mobile Banking, social network, vv.. create condition for favorable customer interaction. The existing IT system of the bank should stable, reliable operate, easy to improve and expand, with high security, have the ability to integrate and optimized architecture will be important success background in the process of implementing eCRM.
Data quality: Input data quality will ensure eCRM system provide quality output information, to ensure the success of the system.  (Almotairi, 2010), (Esmaeilpour and Dashti, 2013) DA 2 The project team has a high level of expertise and knowledge in eCRM profession

DA 3
The project team is capable of describing business processes and make the request for processing on eCRM DA 4 The project team is capable of coordinating with a team of implementation consultants DA 5 The project team has experience in implementing banking information system solution project Banking culture VH 1 The staff always cooperate in the process of implementing and operating the eCRM system Apply with adjusted scale (Abd El Kader, 2012), (Esmaeilpour and Dashti, 2013) VH 2 The staff is always willing to share with each other between the individuals and the departments VH 3 The staff is always well aware of the benefit and importance of eCRM Having set board ofinspection, monitoring and measurement for the eCRM solutionimplementing process