A Revision on
the Impact of IT on CRM Implementation
Sakunthala A.
Advances In Management; Vol. 17(2); 1-6;
doi: https://doi.org/10.25303/1702aim0106; (2024)
Abstract
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”. The aim of this study 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.
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 study concludes that providing integrated information systems, connecting front
office and back office and providing value added interactions are some of the recommendations
to implement CRM technology into the organizations.
