Abstract

PurposeThe purpose of this paper is to examine how the design of characteristics and use of practices incorporated in customer relationship management information systems (CRM‐IS) impact on the expression and realisation of moral agency within organisations.Design/methodology/approachThe paper draws on the findings from an in‐depth UK case study of a CRM‐IS implementation.FindingsThe paper finds that some characteristics and practices within CRM‐IS can restrict the expression and realisation of moral agency in organisational life, resulting in a number of problems. For a greater consideration of MacIntyre's virtue ethics approach in order to respond to such challenges is argued.Originality/valueThe paper offers a relatively rare insight into the significance of the ethical issues arising from the organisational use of CRM‐IS and strategies. The paper should be of interest to managers, computer professionals and academics.