CRM Processes and the Impact on Business Performance

摘要

CRM aims to create value for both organization and customers through initiating and maintaining customer relationships. CRM is a systematic process for initiating, maintaining and terminating relationships with customers across all contact points, with the purpose to maximize the value of relationships portfolio. This paper examines the direct outcomes of the CRM processes, as well the relationship among these outcomes and business performance. We conducted a survey on 82 companies operating in the Western region of Romania, which revealed that the CRM processes implementation generates superior business performance.