Exploring Customer Relationship Management: Trends, Challenges, and Innovations

Abstract

This study presents a comprehensive exploration of recent advancements in Customer Relationship Management (CRM), acknowledging its pivotal role in fostering crucial connections both within the industry and with customers at large. The study delves deeply into CRM, aiming to enhance overall customer satisfaction. The primary focus of this study centers around critical facets of CRM, encompassing strategies for managing customer relationships, applications of information technology, analysis of customer data, and approaches for customer retention. Employing a literature review methodology, this research rigorously examines the most recent journals germane to the field of CRM. A total of 46 articles sourced from reputable journal databases constitute the foundation of this investigation. The findings of this study yield an enriched comprehension of contemporary developments concerning challenges, factors driving success, relevant domains, and implementation goals within the realm of Customer Relationship Management.

The Influence of Customer Relationship Marketing and Brand Image on Customer Loyalty with Customer Satisfaction as a Mediation Variable (Study on Starbucks Coffee Indonesia)

“…CRM is becoming increasingly important as customer needs increase, which encourages companies to create systems that are able to meet customer demands and maintain relationships with them (Nurcahyo et al, 2020). CRM is recognized as an effective marketing method for maintaining customer loyalty, with advantages in financial, social and structural aspects (Fernando et al, 2023). By implementing the CRM method, companies can more easily maintain relationships with customers and build loyalty to their products (Setiawati et al, 2019).…”

Evaluation of Information Technology Governance Using BAI Domain In Hospital

“…Various strategies have been formulated in order to engage in competitive business endeavors. The advancement of the technological revolution is considered a fundamental requirement for enhancing organizational management [3], [4]. Furthermore, organizations compete to enhance the quality of their IT services to align with their mission and achieve their IT adoption objectives, specifically pertaining to efficiency and the fulfillment of organizational requirements.The function of hospitals is intricately linked to information technology (IT) processes.…”