Customer Relationship Management (CRM) and the Critical Success Factors for Achieving Return on Investment (ROI) Anticipation within CRM

چکیده مقاله

Abstract

Customer relationship management (CRM) has become one of the leading business strategies in the new period of one thousand years. CRM is a broad term for managing business interactions with customers. The effectiveness of CRM can be calculated as a satisfaction level achieved by CRM activities. Although CRM has emerged as a major business strategy for e-commerce, little investigation has been done in evaluating the effectiveness of CRM. Because it is troublesome to demonstrate tangible returns on the resources expanded to plan, develop, implement, and operate CRM, the aim of this research that I have done is to measure the intangible attributes of these benefits, such as value enhancement, effectiveness, and service improvement. Based on well-known methods and instruments for calculating business performance I just propose an integrated approach to determine and measure the usefulness and efficiency of CRM projects. In addition, researcher in this article focused on Ten Steps to anticipating and Achieving CRM ROI.

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