Effective Factors on CRM Development

Fakhraddin Maroofi,Hadikolivand Hadikolivand,Hooshmand Fakhri,Bahareh Moradi Aliabadi

doi:10.19026/ajbm.5.5813

Fakhraddin Maroofi, Hadikolivand Hadikolivand + Show 2 more

Open Access

https://doi.org/10.19026/ajbm.5.5813

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Journal: Asian Journal of Business Management	Publication Date: Jan 15, 2013
Citations: 22	License type: cc-by

Abstract

The Customer Relationship Management (CRM) literature is the value of potential and current customers. In this research we investigate effective factors on CRM development which have direct or indirect relation with it. CRM is defined as an important key in business among companies to maintain and increase their customers. In this study we look for key factors like Organizing, Technology, Information technologies, Communication channels of interaction, Formation of CRM system and CRM strategies and some other general factors which indirectly affected the processes. The study analyses variants of CRM management system creation by reviewing different models of CRM creation, the analysis of which allowed envisaging typical elements of CRM model formation or stages of implementation process. Organizational excellence model of framework identify factors affecting productivity and the role of CRM systems. Successful CRM implementation is a complex, expensive and rarely technical projects. At the end of the study we introduce a model to the light of relationship between CRM and effective factors on it.

Highlights

Companies that enter to compete in a new market weaken the existing and solid ones, due to new ways of doing and conceiving businesses
Customer Relationship Management (CRM) can be understood as a business philosophy, a business strategy, a business process, or a technological tool
The findings show that Jordanian banks and financial institutions were likely to have a clear CRM strategic vision with specific goals and programs, possess necessary resources to establish CRM, be able to manage CRM programs and use two way communications to handle CRM

Summary

INTRODUCTION

Companies that enter to compete in a new market weaken the existing and solid ones, due to new ways of doing and conceiving businesses. An effective CRM system should enable an organization to gain greater insight into customer behavior and preferences whereas ERP analytics are more likely to focus on supply and demand for key resources and materials (King and Burgess, 2008).The foundation for the development of CRM is generally considered to be relationship marketing, defined as marketing activities that attract, maintain and enhance customer relationships (Berry, 1983) argues for the importance of relationships in the marketing context He proposes a definition for marketing, namely, that marketing is “to establish, maintain and enhance relationships with consumers and other partners, so that the objectives of the parties involved are met (Gronroos, 1990).

Result

CONCLUSION