Effective CRM Adoption and Implementation: The Critical Role of Flexibility
Published: 2019
Author(s) Name: Kumar Shalender & Rajesh Kumar Yadav |
Author(s) Affiliation: Associate Professor, Chitkara Business School, Chitkara University,
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Abstract
Rapid globalization has presented phenomenal
growth opportunities for businesses across the
world. To leverage these opportunities,
organizations are increasingly turning toward
customer relationship management (CRM). CRM
helps in maintaining long-term customer
relationship by developing products/services
aligned with the customers’ need. However, everchanging
market conditions and evolving
Technology have created a turbulent and
tumultuous environment for the CRM. Flexible
strategies ensure that CRM adapts to changing
business realities timely, thereby minimizing the
negative effect on the organization due to a
delayed response. The study proposes that flexible
strategies, particularly in marketing, services, and
information system (IS), have a positive impact
on firm performance and help the organization
to retain its competitive edge.
Keywords: CRM, Flexibility, Information System (IS), Marketing, Relationship, Service.
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