Title: Developing system approach for integrated customer relationship marketing in light of different prospective

Authors: Arpita Mehta; Javad Tajeddini

Addresses: Mehta Enterprise, 100 Jawahar Marg, MP, India ' Sociology Department, Islamic Azad University, Central Tehran Branch, Tehran, Iran

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.

Keywords: customer relationship management; integrated CRM; system; process; technology; philosophy; tools.

DOI: 10.1504/MEJM.2016.078553

Middle East Journal of Management, 2016 Vol.3 No.2, pp.110 - 143

Received: 02 May 2016
Accepted: 06 May 2016

Published online: 17 Aug 2016 *

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