Developing system approach for integrated customer relationship marketing in light of different prospective
by Arpita Mehta; Javad Tajeddini
Middle East J. of Management (MEJM), Vol. 3, No. 2, 2016

Abstract: With today's increasingly competitive economy, many organisations have initiated customer relationship management (CRM) projects to improve customer satisfaction, revenue growth and employee productivity gains. Integration process is the marriage of different CRMs. The first and foremost issue at this stage must be a clearly defined goal from both the business and technology perspective. An organisation must know what the expected outcomes are after adopting the CRM technology to integrate the CRM system. End users of the system should be properly trained and educated with routine technical knowledge. Integrated customer information should be of high reliability and accuracy. The CRM integration process should be clearly defined, carried out and monitored. This paper introduces separate approach of CRM which include proposed CRM pyramid, proposed CRM five-phase, proposed CRM system cycle, proposed integrated CRM system, which leads to standardisation, simplification, specialisation, socialisation, stabilisation, segmentation and sustainability in integrated customer relationship marketing.

Online publication date: Mon, 22-Aug-2016

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