Impact of CRM Technology, Marketing Capability and Customer-Centric Organizational Culture on Financial Performance

Running head: CUSTOMER CENTRIC ORGANIZATIONAL CULTURE
Impact of CRM Technology Capability, Marketing Capability and Customer-Centric
Organization Culture on Companies Financial Performance
Name of the Student:
Name of the University:
Author Note:

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CUSTOMER CENTRIC ORGANIZATIONAL CULTURE
Position paper:
Customer relationship management technology, marketing capability and customer
centric organisation culture boosts the generation of revenue. The business organisations today
place great emphasis on customer relationship management technology to acquire and manage
immense customer database. They market their products according to the needs of the customers.
The apex management bodies of these business organisations today even frame their
organisational culture taking into account the preferences of the customers. They capture
customer data using CRM technology which they incorporate into their organisational culture.
The paper would point out how CRM technology, appropriate marketing and customer oriented
organisational culture form the base of revenue generation of the business organisation.

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CUSTOMER CENTRIC ORGANIZATIONAL CULTURE
Table of Contents:
Position paper:.................................................................................................................................1
Introduction......................................................................................................................................4
Background:.....................................................................................................................................4
Aims of the Research.......................................................................................................................4
Objectives of the Research:.............................................................................................................4
Hypothesis.......................................................................................................................................5
Literature review:.............................................................................................................................6
Customer satisfaction:.....................................................................................................................6
Organisation culture:.......................................................................................................................6
Customer centric organisational culture and revenue generation model of business organisations:
.........................................................................................................................................................7
Customer relation management and marketability of products:....................................................11
Research Methodology..................................................................................................................13
Overview:......................................................................................................................................13
Research Outline............................................................................................................................13
Research Design............................................................................................................................14
Research Approach........................................................................................................................14
Sampling Technique and Sampling Size.......................................................................................14

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CUSTOMER CENTRIC ORGANIZATIONAL CULTURE
Data Collection Technique............................................................................................................15
Data Analysis Technique...............................................................................................................15
Relevance and Credibility..............................................................................................................15
Ethical Considerations...................................................................................................................16
Timeline.........................................................................................................................................16
Conclusion:....................................................................................................................................17
References:....................................................................................................................................20

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CUSTOMER CENTRIC ORGANIZATIONAL CULTURE
Introduction
The business organisations today use customer relationship management to enhance their
marketing capability and create a customer centric organisational culture to improve their
financial performance (Crane, Kawashima and Kawasaki 2016). The topic of the research will be
‘CRM technology, marketing capability and customer-centric organisation culture can
boost financial performance in business organisations.’
Background:
Customer Relationship Management has recently became one of the liveliest issues and
the focal point of most of the business organizations in the globe. CRM is mainly based on the
belief that the establishment of a sustainable Relationship with customers is the main process of
bringing success to the company. It helps to retain and gain trusted and potential customers
respectively. The research on the following topic will be helpful for the modern era business
research. The main aim of the research will be to determine whether CRM technique can be
useful tool to enhance customer centric culture in the financial performance of an organization.
Aims of the Research
The research aims to gain an understanding of the Customer Relationship Management
(CRM) technology capability, Customer centric organizational culture & Marketing Capability
of an organization and its impact on the organization’s financial performance.
Objectives of the Research:
The following are the objectives which the research seeks to achieve:

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CUSTOMER CENTRIC ORGANIZATIONAL CULTURE
1. To prove that customer relationship management helps companies to market their
products.
2. To prove that customer relationship management enables business organizations to
develop a customer centric organizational culture.
3. To prove that CRM and customer centric organizational culture enhance revenue
generation in business organizations.
Hypothesis
H0- Customer Relationship Management technology can help to enhance customer centric
culture and the financial performance of an organization
H1- Customer Relationship Management cannot help to enhance customer centric culture and the
financial performance of an organization
Problem Statement
The research will mainly address the different issues related to the implementation of
CRM in the different organizations and the different problems related to the financial aspects of
the following organization.
Research Questions
1. What is Customer Relationship Management and how is it applied in contemporary
business?
2. How does a CRM tool enhance a proper financial performance in the business
organization?
3. How can culture and CRM work together to enable sustainability?