Customer Relationships Management in Organizations

Exploring Customer Relationship Management: Trends, Challenges, and Innovations

“…The infusion of technology into CRM practices has become an integral trend due to the relentless advancement and assimilation of technology aimed at enhancing efficiency, effectiveness, and the overall customer experience in relationship management [5], [10], [11], [47]. In an era of increasing digitalization, technology's role in CRM yields manifold benefits, encompassing in-depth data analysis, personalized artificial intelligence applications, process automation, seamless integration with external data sources, and the incorporation of novel communication channels [12], [36], [53]. This symbiosis empowers companies to gain richer insights into their customers, deliver bespoke experiences, elevate overall customer engagement and contentment, and ultimately optimize marketing strategies and bolster customer retention, positioning them favorably in an evercompetitive market.…”

“…In the domain of CRM, a pivotal factor in elevating customer contentment unfolds [12]. CRM undertakes the pivotal role of stewarding customer relationships, epitomizing a manifestation of customer-centric marketing endeavors [12]- [14].…”

“…In the domain of CRM, a pivotal factor in elevating customer contentment unfolds [12]. CRM undertakes the pivotal role of stewarding customer relationships, epitomizing a manifestation of customer-centric marketing endeavors [12]- [14]. At its core, CRM aspires to incubate lucrative, long-haul associations between enterprises and their patrons [3], [15].…”

Customer relationship management implementation in the small and medium enterprise

“…As matter of fact that nowadays marketing becomes more closely aligned to managing strategic relationships -internally and externally -it would be interesting for scholars to examine the conditions under which these networks are effective and those under which they are more likely to perform poorly (from at least some network participants' perspective). It would also be insightful to evaluate the links between internal and external networks -both formal and informal -to better understand the relationship between network linkages and business performance in different situations 18 . Thus, a reliable IT tool shall be implemented at the enterprise for both sales operator and management analysis.…”

“…CRM system implementation should not take so much as traditional software packages does, but with very large and complex variants it may take even a year. CRM on demand is a good choice for small and medium size enterprise that want to implement standard processes that can use data structures "out of box" with little or not at all internal IT support and does not require complex or real-time integration with back office systems 18 . Empirically based on the implementation factual data that there is an increased probability for companies running CRM software to develop targeted direct and indirect marketing strategies, to be pro-actively internationalized, engaged to second-grade internationalization mode and to develop structured, differentiated, targeted market strategies 19 .…”