Technological resources as critical success factors for Customer Relationship Management in a contemporary enterprise
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Uniwersytet Ekonomiczny we Wrocławiu Wydział Zarządzania, Katedra Marketingu
Online publication date: 2022-03-28
Publication date: 2022-03-28
NSZ 2022;17(1):25-36
The research achievements presented in the article indicate that the adoption by the company and the implementation of the CRM concept may become a means of achieving market success, which is a competitive advantage, because by investing in a CRM strategy, they increase customer value and, consequently, improve their results. Although having quite a long history, this concept is still evolving, and scientists are identifying new research areas. It is favored by the development of modern technology, which as an integral element of CRM becomes necessary to achieve the organization's success. Undoubtedly, a successful CRM implementation requires integrating three critical aspects of the CRM process, people and technology. However, it is categorical to identify the critical success factors of CRM, including determining which technological resources are of the most significant importance. This will allow enterprises to use the potential of new technological generations in building a competitive advantage.
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