Customer Relationship Management in a Public Cloud environment – Key influencing factors for European enterprises

Abstract

Customer Relationship Management is crucial influencing factor for competitiveness in saturated markets. Public cloud-computing services for customer-relationship management provide many benefits. However, their usage in Europe is reluctant. Our research identifies several core and sub-influence factors and reveals how strong they are. Enterprises strive for covering risks in terms of safety and security. Further important influencing factors are functional completeness and integration into the existing environment. Our research provides new knowledge of the use of public cloud services in general and in particular for the use of customer relationship in a public cloud environment.