Customer Relationship Management Implementation Research Articles

Penerapan Customer Relationship Management sebagai strategi pemasaran berbasis data di PT.Gragaz Berkah Sejahtera

Implementing Customer Relationship Management (CRM) as a data-based marketing strategy has become the main focus for many companies in optimizing relationships with customers. This research explores this through a case study at PT. Gragaz Berkah Sejahtera, a pharmaceutical retail company or pharmacy business that adopts this approach. This research aims to identify how PT. Gragaz Berkah Sejahtera integrates technology and Customer Relationship Management (CRM) theory to improve interactions with customers and how to optimize data-based marketing and sales processes. The research method used is a qualitative descriptive analysis method with the object studied being PT. Gragaz Berkah Sejahtera which involves collecting data, implementing CRM technology, and evaluating its impact on customer loyalty, retention, and increasing sales. While the results of this research highlight the company's success in implementing data-based marketing strategies in an effort to improve marketing and sales, as well as increase customer satisfaction, however these results have not achieved maximum success because there are obstacles in implementing the concept of customer relationship management such as system failures. data-based information technology applications. So that efforts to implement CRM programs are disrupted and have an impact on sales which have not achieved significant growth through this data-based marketing strategy. This research can provide important information and insights for other companies wishing to adopt the same approach in an effort to improve relationships with customers and achieve optimal and sustainable marketing and sales.

Enhancing Customer Relationship Management in Retail: A Case Study of Reliance Trends

Within the dynamic realm of retail, the implementation of Customer Relationship Management (CRM) is essential for cultivating customer satisfaction, fostering loyalty, and ultimately propelling sales growth. This case study explores the CRM strategies utilised by Reliance Trends, a prominent fashion retail brand in India, to examine how it effectively utilises CRM practices to stay ahead in the competitive market. Using a qualitative case study approach, this research delves into the effectiveness of Reliance Trends' CRM initiatives in boosting customer satisfaction and loyalty. It also aims to identify any areas that could be enhanced. This study underscores the importance of CRM in retail environments, emphasising its influence on tailored customer interactions and the customisation of global strategies to fit local markets. Our findings provide valuable insights into CRM practices, highlighting both their strengths and weaknesses. Additionally, we offer recommendations for enhancing the effectiveness of CRM strategies.

INFLUENCE OF THE CHARACTERISTICS OF SMALL AND MEDIUM FAMILY BUSINESSES ON CRM IMPLEMENTATION: A CASE STUDY

Purpose: This paper aims to explore the customer relationship management (CRM) strategies adopted by Family Small and Medium Entreprises (SME), while highlighting the impact of their characteristics and their assets on the choice and the adoption of these CRM strategies. Methodology: Since the unique case study approach allows in-depth, multi-faceted explorations of complex issues, we opted for it as a research strategy in order to develop a detailed understanding of the problem. Therefore, an in-depth case study was carried out within a small and medium family business in Morocco. Findings: Through this study, we have highlighted causal links between the characteristics and specificities of the family SMEs and their impacts on the adoption and implementation of CRM tools and strategies. While some characteristics linked to the nature of family SMEs such as participatory management style, familiness, the desire to transmit the business to future generations and proximity to customers constitute assets for the implementation of CRM, other characteristics, such as the desire to maintain financial independence and recruitment policies that are most often in favor of family members despite their competence, can negatively influence the implementation of successful CRM projects. Implications for Theory and Practice: The results of the present paper allow the authors to draw conclusions that are relevant to both academics and practitioners. As for the theoretical implications, this study highlights the relationship between the characteristics of family SMEs and the choice and implementation of CRM strategies, while relying on their strengths. Furthermore, developing a good understanding of the specificity of CRM adoption and implementation approaches within family SMEs has important managerial implications for family SME decision-makers, as it can help them make better decisions regarding the choice of relevant CRM strategies and to optimize the deployment of available human, financial and technological resources, while relying on their socio-emotional wealth and their motivation to perpetuate the company. Originality: This paper is one of the first to explore CRM strategies adopted by family SMEs. The authors present a conceptual framework that can help researchers and practitioners better understand how the family business nature can influence decisions about CRM tools and strategies implementation.

Circular Economy Transformation in Chemical Industry: Integrating CRM and AI for Sustainable Growth

This white paper explores the pivotal role of Customer Relationship Management (CRM) in the digital transformation journey of the chemical industry. As customer expectations continue to evolve and competition intensifies, chemical companies are turning to CRM solutions to enhance customer interactions, streamline operations, and drive business growth. The abstract provides an overview of CRM’s significance in the chemical sector, highlighting its role in customer segmentation, sales automation, marketing optimization, and customer service enhancement. By centralizing and optimizing customer-related processes, CRM enables chemical companies to deliver personalized experiences, improve sales productivity, and foster stronger customer relationships. Through a comprehensive examination of CRM implementations and potential applications in the chemical industry, this white paper aims to provide valuable insights for industry professionals seeking to leverage CRM to navigate the challenges and opportunities of the digital age.

A Conceptual Framework Based on PLS-SEM Approach for Sustainable Customer Relationship Management in Enterprise Software Development: Insights from Developers

Due to its significant relevance in outsourcing, the global software industry, such as enterprise software development organizations, accepted the implementation of global software development (GSD). Customers play a pivotal role in any industry, and effective customer relationship management (CRM) is instrumental in ensuring client satisfaction while developing software projects. However, software organizations operating globally often need more insight into their customers’ perspectives. These challenges give rise to a major combination for the success of the GSD projects. Organizations working globally face the key challenge of the implementation of CRM. The main objective of this paper is to investigate and understand the challenges faced by global software development organizations when implementing customer relationship management (CRM) in their enterprise software projects. This paper aims to assess how these CRM implementation challenges impact the value of enterprise software products in the context of global software development (GSD). To achieve this objective, the study employs the partial least squares-structural equation modeling (PLS-SEM) approach and conducts a systematic literature review (SLR) to identify relevant challenges. Additionally, this paper presents a conceptual framework based on the identified challenges and validates it through surveys and qualitative research with software outsourcing companies in Pakistan. The research provides valuable insights from the perspective of software developers and aims to offer practical guidance for the successful application of CRM in outsourcing.

Requirements for Cultivating Customer Focus

In today's fiercely competitive global marketplace, companies face a plethora of opportunities, as well as threats and challenges. As products become increasingly homogeneous, companies must develop concepts and strategies for fostering relationships with their customers. This necessitates a comprehensive approach, with a shift from transactional marketing to relationship marketing already underway, placing emphasis on the customer. Customer Relationship Management (CRM) holds promise for navigating competitive markets, yet high failure rates in CRM implementation persist. One critical success factor for CRM implementation is a steadfast orientation towards the customer. Achieving customer orientation entails various measures including change management, cross-functional collaboration, process optimization, employee engagement, and support from company stakeholders. Internal marketing is crucial for persuading employees to transition from functional to cross-functional thinking. Customer orientation is not merely a strategy, but a journey and long-term commitment, requiring continual assessment and enhancement. This paper offers an in-depth exploration of the essential factors for cultivating customer orientation.

Business analytics in CRM: A comparative review of practices in the USA and Africa

In the dynamic landscape of global business, Customer Relationship Management (CRM) has emerged as a crucial strategy for organizations aiming to enhance customer satisfaction and loyalty. This study delves into the realm of Business Analytics (BA) within CRM, examining the diverse practices employed in the USA and Africa. The purpose is to identify similarities, differences, and potential areas for improvement, with the overarching goal of fostering more effective CRM strategies. The American business landscape, characterized by advanced technological infrastructure and matured data analytics capabilities, provides a fertile ground for sophisticated CRM practices. A comprehensive analysis of leading companies in the USA reveals a strong reliance on predictive analytics, machine learning, and artificial intelligence to glean actionable insights from vast datasets. Such approaches empower organizations to personalize customer experiences, optimize marketing strategies, and drive overall business growth. In contrast, the African business environment exhibits unique challenges and opportunities. While certain regions may face infrastructural constraints, innovative CRM practices tailored to local contexts are emerging. This study sheds light on the utilization of mobile technology, social media analytics, and localized data collection methods as crucial tools in the African CRM landscape. These adaptive strategies not only address challenges but also present opportunities for leapfrogging traditional CRM models. The comparative review uncovers key areas of convergence and divergence between the two regions, highlighting the need for a nuanced approach to global CRM strategies. By synthesizing insights from the USA and Africa, organizations can develop a more holistic understanding of effective CRM practices. This research contributes valuable insights to the ongoing discourse on global business analytics, offering a roadmap for organizations to navigate the intricacies of CRM implementation in diverse and dynamic markets.

Implementation of Customer Relationship Management (CRM) Strategy in Increasing the Loyalty of Non-Pawn Customers at PT Pegadaian Lempuyangan Branch

Economic activities in each country are closely related to financial issues. In the pawn and credit sector, there is very tight competition at the moment, this is also realized by PT Pegadaian Lempuyangan Branch. Therefore, the company's focus must be increased in increasing customer loyalty and delivering value. The purpose of this writing is to determine the increase in non-pawn customer loyalty at PT Pegadaian Lempuyangan Branch resulting from the implementation of the Customer Relationship Management (CRM) strategy. The qualitative method was chosen as the method used in this writing. The data collection techniques involved in this writing are in the form of observations and interviews with internal and external parties of the company. The data that has been collected will then be analyzed using content analysis techniques. As a result, Customer Relationship Management was found to have a significant and real impact on customer loyalty, especially in owning the products offered by the company. Customer Relationship Management is very important to maintain added value and ensure the company's survival. In implementing Customer Relationship Management to increase customer loyalty, companies need to consider customer needs when making product offers, especially non-pawn products. This can be done by increasing the use of social media platforms for offers and improving the service features available on the Pegadaian Digital application for transaction services.

Customer Relationship Management (CRM) and Organizational Performance in Nigeria

This study investigated the effect of customer relationship management (CRM) on banks’ performance in Nigeria. To do this, 220 questionnaires were administered to employees of 5 selected commercial banks out of which 212 were fully retrieved. Data obtained via the questionnaire was analyzed using descriptive and parametric tests (regression). Based on the analysis, we found a significant relationship between CRM and profitability. Also, a significant relationship was found between CRM, asset base and turnover of the selected commercial banks. Based on the results, it was recommended that efforts should be made by commercial banks towards enhancing their CRM practices so as to heighten their profitability, asset base and turnover. This can be achieved by ensuring sustainability of CRM initiatives by commercial banks. Additionally, commercial banks should redesign their CRM frameworks for effective and efficient implementation of customer relationships in order to further curtail any current and future challenges they may face due to poor CRM implementation. This study contributes to knowledge by filling the lacuna in management literature on what is known about CRM and organizational performance in the Nigerian context.

A SEM Approach to Determine the Critical Success Factors Involved in CRM Implementation

The aim of this research is to study which the critical success factors are determining the success in a Customer Relationship Management implementation in Small and Medium sized Enterprises. Required data are collected with a quantitative approach and a questionnaire. The questionnaire was distributed among managers in Spanish SMEs and gathered data were examined using the structural equation modelling method. The results of this study reveal that sociodemographic, organizational and customer orientation variables have positive and significant impacts on the satisfaction of the implementation of CRM. A set of theoretical contributions and practical implications was also discussed. Current study helps managers to understand the role and importance of successful implementation of CRM in SMEs.

Enhancing Customer Engagement in the Digital Era: Innovative Approaches for CRM Implementation in the Indian Banking Sector

Economic progress relies on the banking sector, which provides vital services globally. This study uses financial inclusion to assess the banking sector’s rising participation in rural India. Even if financial services have moved to remote places, the necessity to build and sustain good customer relationships remains. CRM is essential to these collaborations. This research explores industry-proposed customer relationship management (CRM) frameworks, focusing customer involvement, data management, and CRM implementation. The study examines how CRM affects customer satisfaction, loyalty, and operational efficiency, citing Payne (2005), Thejaswarup (2017), Tangaza (2017), Eid (2007), and Sharma &Goyal (2016). The objectives are to analyse CRM components and propose a comprehensive banking industry framework. Literature reviews, articles, and expert comments are used for data collection. CRM’s customer data management, engagement strategies, sales and marketing automation, customer service, analytics, workflow automation, segmentation, mobile CRM, system integration, and feedback mechanisms are reviewed. Customer Relationship Management (CRM) is crucial to banking success, according to the survey. This article covers important CRM frameworks that combine multi-author viewpoints for clarity. The conclusion proposes a groundbreaking banking-specific CRM paradigm. Focusing on socio-economic challenges, technological flexibility, staff training, customer data collecting, analysis, timely integration, and evaluation, this framework aims to meet evolving consumer and banking sector expectations.

Structural Analysis of Factors Influencing CRM Success in Oil and Gas Company

In Indonesia, Customer Relationship Management (CRM) has been widely adopted in many companies, including oil and gas companies (OGC). The CRM implementation was done to improve the company's performance. However, research studying the relationship between CRM and OGC's performance remains limited. Therefore, an in-depth analysis examining the conceptual model of CRM factors is needed so that OGC can understand how to improve its performance through the implementation of CRM. This research describes in detail the conceptual model that shows the relations of CRM factors with OGC performance to obtain the relationship between variables. Partial Least Square Structural Equation Modeling (PLS-SEM) method was used to analyze the model. There are six variables, five hypotheses, and 26 indicators. Results showed that only 4 of the hypotheses are supported. One factor, information technology, results in positive yet insignificant influence, thereby failing to support the hypothesis at hand. With this research, the model is provided for OGC as a reference to improve its performance through CRM implementation.

Penerapan Customer Relationship Management Terhadap Kepuasan Pelanggan Pada Laundry Sabana Tanjungpinang

Customer Relationship Management (CRM) is a long-term business strategy aimed at building and maintaining strong relationships with customers. Through the effective implementation of Customer Relationship Management (CRM), customer satisfaction can be enhanced. This research aims to evaluate the utilization of Customer Relationship Management (CRM) in Sabana Laundry business with the objective of improving customer satisfaction. The respondents in this study are customers of Sabana Laundry, selected through purposive sampling method. Data analysis is conducted using qualitative analysis methods. This approach involves in-depth interviews with the owner, employees, and customers of Sabana Laundry, direct observation of operational processes, and analysis of documents related to the implementation of Customer Relationship Management (CRM). The results of the analysis indicate that the implementation of Customer Relationship Management (CRM) has a significant positive impact on customer satisfaction levels. Therefore, it can be concluded that Customer Relationship Management (CRM) holds substantial potential for enhancing customer satisfaction in the context of Sabana Laundry business.

Implementing customer relationship management successfully: A configurational perspective

Although the management of customer relationships has become a key priority in firms in a broad range of industries, its effective implementation often creates major challenges. Couched in configuration theory and using a configurational approach, this article investigates how factors associated with firms' customer management, market approach, and business environment interact and fall into patterns to predict profitability. The results of a fuzzy-set qualitative comparative analysis reveal different configurations to a profitable implementation of customer relationship management. Insight into these configurations contributes to a deeper understanding of digital ecodynamics and advances the understanding of the interplay among important strategic, technological, and environmental factors. The findings of this inquiry can guide managers in designing effective customer relationship management approaches.

IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT (CRM) MENGGUNAKAN ODOO STUDI KASUS: PETERNAKAN BURUNG PUYUH DI PEMALANG

Micro, Small and Medium Enterprises (UMKM) have proven to be important pillars in overcoming economic challenges and advancing economic development in Indonesia. One of them is UMKM that bears quail in Pemalang Regency, but in the implementation of customer management it still needs to be improved so it needs to be implemented a CRM system. The purpose of this study was to implement Customer Relationship Management (CRM) in UMKM Quail Egg Farms in Pemalang district using Odoo. The research method used is the Agile Model Scrum method, with an open-source CRM application using Odoo as a CRM system. and data collection techniques using observation, interviews, literature study. The results show that the implementation of CRM with Odoo provides positive benefits in strengthening customer interaction, satisfaction and loyalty, as well as facilitating business processes. Evidenced by the results of the questionnaire, 75.50% of potential users stated that the implementation of CRM with Odoo can strengthen interactions with customers and improve the operational efficiency of MSMEs. In addition, from the results of the questionnaire, 80% of potential users stated that this application helps in managing offers, 80% are prospect customers , and 82.5% of sales orders and payments.

A multiple-case study on the adoption of customer relationship management and big data analytics in the automotive industry

PurposeThis paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).Design/methodology/approachA qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.FindingsResults highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.Research limitations/implicationsThe study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.Practical implicationsFindings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.Originality/valueThis research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.

Cross-Functional Problems in the Customer Relationship Management Implementation of Relationship Marketing

The way businesses are structured has significantly changed as they transition from customer-based to product-based structures. The development of Customer Relationship Management, which is supported by the convergence of information systems and the creation of auxiliary software, is a major force behind this transition. It promises to dramatically enhance the application of relationship marketing principles. The three key issues that can help (or hurt) the growth of customer relationship management in the service industry are examined in this paper. These issues are organisational culture and communication, management metrics, and cross-functional integration, particularly between marketing and information technology.

Cross-Functional Problems in the Customer Relationship Management Implementation of Relationship Marketing

The way businesses are structured has significantly changed as they transition from customer-based to product-based structures. The development of Customer Relationship Management, which is supported by the convergence of information systems and the creation of auxiliary software, is a major force behind this transition. It promises to dramatically enhance the application of relationship marketing principles. The three key issues that can help (or hurt) the growth of customer relationship management in the service industry are examined in this paper. These issues are organisational culture and communication, management metrics, and cross-functional integration, particularly between marketing and information technology.

Influence of Three Ways Strategy and Implementation of Customer Relationship Management on the IndiHome Customers’ Interest

PT Telkom has a specific strategy to dominate the market and attract customers to keep using IndiHome as the first choice for internet access. This research aims to study how the Three Ways strategy and Customer Relationship Management (CRM) influence the IndiHome customers’ interest in the Tangerang City Region. The communication theory examined in this research is the stimulus-response theory. It is the development of social learning theory. Besides, this research also examines the theories of Three Ways of Marketing: Public Relations, Customer Relations Management, and Customer Interest. The paradigm of this research is a positivistic paradigm through a quantitative approach. This research uses a survey method. The data collection technique uses questionnaires distributed to 386 respondents living in Tangerang City. The data analysis technique uses multiple regression with hypothesis testing using the T and F-tests. The analysis results show an influence of the Three Ways strategy and implementation of CRM on Indihome customers’ interest.

SISTEM INFORMASI CUSTOMER RELATIONSHIP MANAGEMENT PADA RESTORAN DI KOTA MATARAM

Internet technology has a significant impact, especially for online restaurant businesses that require a restaurant management information system, known as CRM (Customer Relationship Management) system. The case study used in developing the CRM system for Valia's Kitchen. Valia's Kitchen is an online restaurant business that has been operating in the culinary industry since 2019, located in the city of Mataram. Valia's Kitchen has partnered with a ride-hailing company and provides its own application. However, there are limitations and shortcomings in the operational management provided, such as the inability to display customer data such as names and contact numbers due to privacy and security concerns, the inability to back up all order data, lack of inventory management for products and raw materials, and the absence of a cash flow record for expenditure and income over a specific period, leading to limitations in operational management features. To address these issues, the researchers designed a CRM Information System for Restaurants in the city of Mataram to improve operational efficiency and facilitate transactions with customers. The system is web-based, built using PHP programming language with a MySQL database, following the Personal Extreme Programming (PXP) development methodology, and tested using black box testing approach. The implementation of CRM in the system is manifested in features such as customer data management, menu management, raw material management, promotions management, partner management, raw material purchasing, restaurant expenses management, cash flow recording, transaction reports, restaurant statistics, and detailed reviews. The Black Box Testing results showed that the system features were functioning well without any errors. Furthermore, the User Acceptance Testing (UAT) results indicated that the average assessment scores for three admin respondents were 82%, while the average assessment scores for eleven respondents on the customer side were 86%.