The Use of Customer Relationships Management

Literature Review - The Use
of Customer Relationships
Management

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
The use of customer relationships management..........................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Literature review is referred as a comprehensive summary of past research on topic. Its main
purpose is to get an understanding of existing debates and research relevant to the specific topic
as well as to present that information in form of written report. In this report, a literature review
is performed on the topic "the use of customer relationship management (CRM)". Customer
relationship management is referred as an approach to manage the interaction of company with
its existing as well as potential customers ((Bahari, and Elayidom, 2015). Using customer
relationship management system will help company in developing good relationship with
customers which leads to improve its profitability. The review of different articles, books and
journals is made and view point of different authors are presented on the use of customer
relationship management.
MAIN BODY
The use of customer relationships management
As per the view point of Bhat, and Darzi, (2016), Customer relationship management is
referred as a technology for managing all the relationships and interactions of company that
customers, both existing and potential. The main aim of customer relationship management is to
improve business relationships. Companies use CRM systems as it helps them in stay connected
with consumers, streamline processes as well as improve profitability. The system helps in
contact management, productivity, sales management and more. It provides companies with the
better way to manage external relationships and communication that drive success. It helps
company to store the information of customer, record service issues, identify sales opportunities
as well as manage the campaigns of marketing, all with one Central location. it makes
information regarding every customer interaction available to the management of organisation
who might need it.
As per the view point of Marshall Hargrave, (2019), customer relationship management is
defined as the practices, principles and guidelines that a company follow while interacting with
customers. The elements of customer relationship management range from emails and website of
company to telephone calls and mass mailing. Social media is one-way organisation adapt to
trends that provide advantage to their bottom line. the overall point of customer relationship
1