Managing Customer Relationship Management: Its Measurement and Influence on Performance

Customer relationship management (CRM) can help organizations manage customer interactions more effectively to maintain competitiveness in the present economy. Good CRM also helps to grow business: customers stay longer; customer churn rates reduce; referrals to new customers increase from increasing numbers of satisfied customers; demand reduces on fire-fighting and troubleshooting staff. Crucial factors are the trust and commitment for the building enduring relationships. This study contributes to the understanding of benefits that can be achieved from relational customers and their loyalty to company. As more and more organizations ingress in the market, an integration of information technology and relationship marketing long-term relationship building with customers at an enterprise-wide level growth is based on CRM. The main goal of this type of research is to describe the data and characteristics about what being studied using descriptive type of research. Our results show a positive and significant path between a superior CRM capability and firm performance. Overall, this paper helps explain why some CRM programs are more successful than others and what capabilities are required to support success.