Аннотация:
Undoubtedly, in today's competitive atmosphere and turbulent environment in which organizations operate and constantly vie with one another; only those organizations and institutions can achieve continued survival and increasing development that place the improvement of service and product quality, customer satisfaction, and the sustainability of satisfaction at the core of their activities. Ensuring customer satisfaction is of such importance to organizations that it has forced them to use modern management models and methods such as Customer Relationship Management, Total Quality Management, etc. Organizations pay attention to the customer and their satisfaction because it is the customer who pays for their services and goods, and in this global era, the customer is regarded as a king. Given the importance of this issue, in this research, we have attempted to address one of the important management programs, namely Customer Relationship Management, and its role in the success, effectiveness, and consequently the profitability of an organization, and to state the challenges and obstacles that managers may face in implementing Customer Relationship Management.
Автоматическая аннотация:
Customer Relationship Management (CRM) Methodology Dr. Gholamreza Memarzadeh 1 Mehrzad Sarfarazi 2 Afshin Mosallinezhad 3 Abstract Undoubtedly, in today's competitive atmosphere and turbulent environment where organizations are situated and constantly strive to outpace one another; only those organizations and institutions can achieve continued survival and progressive development that place the main axis of their activities on increasing the quality of services and products, customer satisfaction, and the sustainability of satisfaction.
CRM has been developed based on two fundamental changes in perspectives and needs: 1- The change in companies' attitude from product-centricity to customer-centricity due to global competition and the increasing complexity of comparing goods and services (Figure No. 1) 2- Attention to the capability of information technology to integrate all customer information at every organizational level, which has led to the creation of new opportunities and important needs in the field of customer contact.
In general, the objectives of CRM can be summarized as follows: * Increasing revenue * Identifying new business opportunities * Reducing lost opportunities * Reducing customer churn * Creating customer loyalty * Improving customer services * Improving organizational image * Reducing costs * Storing organizational information * Reducing marketing rework CRM Benefits If Customer Relationship Management is implemented correctly, it can lead to the following results: * The use of shared data and information leads to superiority in knowledge management; * Organizations benefit through improved information maintenance, strengthening them toward easy resource allocation, finding the best solutions, and quickly tailoring them to customer needs; * Developing and implementing an appropriate framework (knowledge management) and an effective management system to acquire intellectual capital for the organization and exert influence over it; * Increasing teamwork, reducing workload, and significantly improving effectiveness.
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