Use of information technology in customer relationship management

use of information technology in customer relationship management

CUSTOMER RELATION MANAGEMENT IN THE SUPPLY And the application of information technology and communication are obvious in all areas of the. systems have a significant role in CRM and can be used to enhance CRM Customer relationship management, information technology, data. The importance of technology and its use in CRM is in the increased use of these Studies have been carried out into diverse aspects of information technology.

use of information technology in customer relationship management

What is innovation and why innovate in the business to customer interface? CRM in a service industry and the opportunities and challenges of improving the customer interface. CRM product and service innovation, especially applications to emerging applications, such as fantasy sports, online dating, online financial services, automobile purchases online, retail online services, loyalty cards, to name a few.

use of information technology in customer relationship management

Strategic bundling of CRM software products and services into other propositions that require technological support and using best business practices to innovate the customer interface in such industries as music, film, pharmaceuticals, banking, and other service areas. Research, both empirical and theoretical, into customer-led innovations that involve retail services companies and how they use customer-related information and customer-segment innovation.

Research, both empirical and theoretical, into technology-led innovation involving the customer interface, such as e-personalisation, services personally identified through mass channels of communication and commerce. It is assumed that descriptions of the channels that provide this interaction are sufficiently discussed.

As these technologies and applications of CRM-embedded innovations have transformed the overall client experience, case studies and actual applications with measures of success or failure are especially encouraged.

Notes for Prospective Authors Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere All papers are refereed through a peer review process. A guide for authors, sample copies and other relevant information for submitting papers are available on the Author Guidelines page Important Dates Manuscripts due by: Customer needs and expectations have to be considered by all staffs in organization and they have to identify those needs and expectations and try to enhance customer expectation level that is possible only through effective and proper relationship with customers.

Still, many of business managers believe selection of products have to be based on important factor such as information technology. This concept is called a customer relationship management CRM system [2]. CRM is an old and commercial philosophy that has been born again by development and progress in information technology. The restructuring of the business system is extremely complex in the digital environment, requiring careful planning, modeling and implementation of a customer-oriented approach.

Information Technology IT Investment in information technology IT field is one of discussed topics in all organizations.

use of information technology in customer relationship management

In many cases, investment in this field has been caused many saves in costs. IT has become an essential element of firm capability and a source of sustainable competitive advantage [6]. To achieve this goal, organizations need a right mix of innovative information technology, effective business processes, better data management and new workforce initiatives [2].

IT plays an increasingly important role in almost all aspects of the organization's operations and corporate strategies. Researchers and professionals often assume that investment in IT will lead to gains in both profits and productivity [6]. Accordingly in large industries, accomplishments caused by usage of IT are assessed in saving, more variant performance and proficiency frameworks and in smaller organizations its advantages are more obvious.

use of information technology in customer relationship management

Also more investment on IT has positive correlation with cost reductions. As other results of IT, it can be mentioned reduction in new product development and manufacturing time, utilizing corporative skills of employees, expanding organization activity areas by creating closer relationship with customers, distributors and partners.

Different functions of IT are mentioned by different researchers, and generally IT plays a key role in business of organizations, Fig. Communication improvement, coordination and interaction Customer services improvement [7,12] Stable growth with customers, colleagues, and suppliers [7,8,9] [14,15] Achieving competitive advantages and Efficiency increase and direct opportunities and competitiveness and indirect cost reductions IT benefits and functions power increase [7, 9, 12, 16] [7,9,10,11,12] Sales increase in national and Marketing improvement [9] Expanding current market and tendency and international class [7, 9, 11, 13] intend to new markets [7, 9, 12] Figure 1.

use of information technology in customer relationship management

Customer relationship management Customer relationship management is based on customer's data and is facilitated by usage of IT.

In fact, CRM is a modern and developed tool for data mining of customer's data which is supported by using of various communication points in system and create comprehensive point of view from customers.

Role of Information Technology in Effective Implementation of Customer Relationship Management.

Customer relationship department acts as watcher in a ship. This watcher enhances quality of products by understanding needs and expectations of consumers and reflecting them to producer.

CRM is an example of relationship marketing that aims to retain customers, build lasting relationships, and maximize customer value for the company [16]. Customer management itself is not a new concept.

The development in the mids of customer management techniques using IT termed CRMwith the IT being used to track multiple activities of customers, distinguishes CRM from earlier approaches to customer management [17]. In fact, it can be said IT is necessary and vital factor in CRM but is not sufficient factor and it needs using other tools too.

In some enterprises, CRM is only a technology which is caused organizational activity improvements by developing databases and sales automation tools and as well as connecting sales and marketing duties. This comprehensive strategy strives to achieve knowledge by customer's data collection and analyze them with regarding to customers through effective utilizing of IT and thereby, establish effective relationship with customers and make common customer-oriented culture and eventually conduct organizations in achieving long-term benefits.

CRM is a designed process to collect data related to customers, to grasp features of customers, and to apply those qualities in specific marketing activities [18].

Early in the conceptualization of CRM in the field of marketing, Parvatiyar and Sheth explored the conceptual foundations of CRM based mainly on the relationship marketing concept. Compared with the relatively simple database marketing approach, CRM requires more complex and company-wide systems [16].

The Integration of Technology in Customer Relationship Management (CRM)

Such programs may be directed at loyalty building, but other uses are also in evidence [17]. New technologies in supporting of CRM IT advancements have changed different field of marketing and business environment.

It helps companies improve the effectiveness of their interaction with customers while at the same time making the interaction intimate through individualization [20]. Customer analysis in analytical E-CRM includes two major procedures: This is considered as a tool which empowers CRM with utilizing advanced wireless communication tools.

This new technology can even allow call centers to contact their customers more frequently to offer new services and improve the relationship between the companies and their customer [21]. Variant functions of IT in CRM From a technological perspective, IT is considered an enabler that allows organizations to foster closer relationships with customers, analyze customer information and provide a coherent view of the customer [22].

Information recording technology and customer behavior analysis allow to companies to identify 62 Mahdi Bahrami et al.

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No doubt technology is essential to CRM implementation. Collecting customer data, disseminating, using and integrating them within the firm, requires technology [17]. Chircu and Kauffman argued that a firm can obtain a sustainable competitive advantage if it uses IT capabilities to exploit specific organizational resources that are unique, difficult, or costly to imitate, and if other firms cannot acquire or build them fast enough [23].