Exploring Critical Success Factors for Customer Relationship Management
Mohammad Saeed AbouTrab
Progress in Machines and Systems, Vol. 9, No. 1, 2020.
DOI: https://doi.org/10.6025/pms/2020/9/1/1-8
Link: http://www.dline.info/pms/fulltext/v9n1/pmsv9n1_1.pdf
Abstract:
Customer Relationship Management (CRM) has been one of the fastest growing businesses. CRM is gaining
interests because of its focus on the customer behaviour and thus itâ€™s potential for increasing revenues. Firms use CRM systems to improve their customer understanding, increase their products and services quality, reduce cost, and thus increase profitability. However, serious costs including failure to achieve successful CRM may result in experiencing significant difficulties for adopting companies and may put them out of business. This study aims to study in depth the critical success factors affecting the implementations of CRM system by introducing theoretical framework that categorising critical success factors regardless the type of business. The framework was applied on two case studies with different businesses to draw some interesting results.