This study suffers from a number of limitations. First, we only reported satisfaction with the delivered ROI, rather than the ROI itself. Similarly, we did not objectively measure improvements in company profitability, but relied on respondent self-reporting. Second, we did not measure how much experience companies had accumulated with their CRM software. Likewise we do not know the amount each had invested. Third, we did not measure organisational factors (eg process excellence, training or top management buy-in) that could potentially act as barriers or facilitators to the software performance. All these factors could potentially influence the level of satisfaction level with the ROI.