Customer Relationship Management (CRM) has established itself as one of the fastest growing business management technology solutions in recent years, which makes it a key tool for companies that seek sustainable commercial success over time. The three CRM modules (sales, marketing, and services) are a definitive tool to obtain better business results through the customer-centred approach of modern marketing theories.
In today's business environment, different factors make product return and product recovery increasingly more important in order to recover value and increase the company's profitability. In such an environment, where sustainability concerns and awareness of environmental responsibility in industrial production has considerably grown, reverse logistics (RL) becomes more relevant and, thus, its correct management using suitable information systems (IS) is fundamental. Nevertheless, today's IS in general, and in Enterprise Resources Planning (ERP) in particular, are developed based on conventional logistic processes that do not contemplate the specific characteristics of RL. The main objective of this work is to analyze the functional requirements of an IS to manage product recovery processes that serve as a guide to develop a suitable ERP for RL. The research methodology has been conducted with a qualitative approach, through which the main specific requirements that an IS must meet to manage RL have been stablished, and a data model for the development of solutions to the requirements identified in an ERP system has been proposed. For the development in the ERP it is recommended to start with the requirement of RBOM (Reverse Bill Of Materials) management, since it is the most complex development and has a greater relationship with the rest.
Customer Relationship Management (CRM) systems are a business management technology solution, whose main objective is to achieve critical management information for business decision-making, from the point of view of all the hierarchical levels of an organization. For this reason, these information systems, along with others such as Enterprise Resources Planning (ERP), are one of the technological solutions that has aroused the most interest in recent times. This interest is derived from the clear evidence that the implementation and use of CRM systems in the company generates benefits in the areas of sales, marketing, and services. However, a CRM system can be used to a different extent within a company, since it has different modules and functionalities, which can be activated or not, and used to a greater or lesser extent. Therefore, the benefits generated by a CRM may vary depending on its degree of use. The research presented in this work has as main objective to analyze the relationship that may exist between the degree of implementation and use of the CRM on the one hand, and the benefits obtained by the companies on the other. These benefits are studied from the point of view of Innovation and Performance of the organization that uses the CRM. As a result, a model is obtained that relates the degree of introduction of CRM and the benefits of the company through Organizational Performance and Business Innovation.
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