A Study on the Effect of Information Technology on CRM

CRM can be seen as a way to achieve competitive advantage. Moreover, CRM is about identifying a company's best customers and maximizing the value from them by satisfying and retaining those. Therefore, the definition for CRM is "A business strategy to manage interactive customer relationsh...

Full description

Saved in:
Bibliographic Details
Published in:Splint International Journal of Professionals 2016-07, Vol.3 (7), p.12
Main Authors: Shakuntala, A, Rani, P Sobha, Reddy, M Laxmi
Format: Article
Language:English
Subjects:
Alliances
Brand loyalty
Competitive advantage
Customer relations
Customer relationship management
Customer services
Enterprise resource planning
Information systems
Information technology
Internal customers
Marketing
Profitability
Salespeople
Strategic planning
Studies
Success
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:CRM can be seen as a way to achieve competitive advantage. Moreover, CRM is about identifying a company's best customers and maximizing the value from them by satisfying and retaining those. Therefore, the definition for CRM is "A business strategy to manage interactive customer relationships to optimize long-term customer value and satisfaction". Customer Relationship Management (CRM) is an enterprise approach to understand and influence customer behavior through meaningful communication. The aim of this paper is to identify and seek the opinion of the marketing and technical people in service and manufacturing organizations with regard to influence of information technology on CRM implementation. The views of the two different categories of executives in different organizations are analyzed and presented the summary of findings. Eleven factors which influence the implementation of CRM with regard to information technology have been identified. Based on the opinion of the respondents, it is identified that integrated information systems, fast customer response and the structure of information systems are the first three important factors. The paper concludes that providing integrated information systems, connecting front office and back office and providing value added interactions are the some of the recommendations to implement CRM technology in to the organizations.
ISSN:2349-6045