From Readiness to Strategy: A Three-Dimensional Prescriptive CRM Maturity Ladder for SMEs

Abstract

Customer Relationship Management (CRM) has become a critical strategy for small and medium-sized enterprises (SMEs), yet most existing maturity models focus on assessment rather than offering actionable guidance for improvement. This study addresses this gap by introducing a prescriptive CRM Maturity Ladder tailored to SMEs with limited resources. The model draws on the staged logic of maturity frameworks such as the Capability Maturity Model Integration (CMMI) and Nolan’s growth model, while integrating the Intellectual-Social-Technological (I-S-T) dimensions of CRM readiness and the Critical Success Factors (CSFs) highlighted in prior research. By aligning CSFs with six maturity stages and categorizing them within the I-S-T dimensions, the ladder provides managers with a clear, stage-specific roadmap for advancing CRM adoption. This approach shifts the view of CRM from being merely a software application to a strategic process that integrates organizational culture, employee involvement, and technological support. This conceptual contribution extends the theoretical understanding of CRM adoption while offering SMEs practical guidance for structured progression. As the model has not yet been empirically validated, future studies should examine its applicability across industries and investigate how external factors such as regulation and market dynamics shape CRM maturity.