The Role of Information Technology Infrastructure for Customer Relationship Management Implementation of Manufacturing Companies

Development of IT helps to improvement relationship of company with its customers by different ways. Including understanding of rapidity and development of e-commerce between companies and organization is very important. For instance, companies can communicate with their customers by providing their products in technology portals. Collecting and analyzing data about customer patterns, Customer relationship management (CRM) is a tool for managing the relations among customers and the organization. The businesses can enhance their relationships with customers through CRM and therefore it leads to greater customer loyalty, retention and profitability. Information technology and information systems have a significant role in CRM and can be used to enhance CRM process to satisfy customer needs. In this paper, at first we describe four basic CRM tasks, identification, differentiation, interaction and customization, then review the role of IT-based interactivity and IT factors of CRM, and finally we will identify the relations among CRM and central infrastructures to CRM applications, namely data warehousing technology, enterprise resource planning systems, internet and data mining. The results of the case study indicate that IT infrastructure (data warehouses, enterprise resource planning, Internet and Data mining) for CRM implementation of manufacturing companies in the automotive parts industry in the mazandaran province is effective.