Optimization: Journal of Research in Management

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Effective CRM Adoption and Implementation:The Critical Role of Flexibility


Affiliations
1 Chitkara Business School, Chitkara University, India
2 Amity School of Business, Amity University Uttar Pradesh, Noida, India
     

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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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  • Effective CRM Adoption and Implementation:The Critical Role of Flexibility

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Authors

Kumar Shalender
Chitkara Business School, Chitkara University, India
Rajesh Kumar Yadav
Amity School of Business, Amity University Uttar Pradesh, Noida, India

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.

References