CONTRIBUTIONS OF CRM APPLICATIONS TO COMPANY PERFORMANCE

Abstract

Purpose- The purpose of this study is to find out the answer to the contributions of CRM applications to sales efficiency, lead management, pipeline, customer tracking, mobility and ensuring customer loyalty. Under this purpose, this study also indicates the reasons of resistance in CRM application use and solutions to them with an overall analyze of CRM’s contributions to company performance. Methodology- The study examines advantages of using CRM for employees in 4 primary basis; Sales Efficiency via Sales Force Automation, Employee Access to Corporate Memory, Mobility, Service and Complaint Management. This study also examines resistances and solutions against CRM application use. Findings- The findings of the study indicates that CRM is a mandatory tool for today’s companies to prevail competitors in the market by showing what is the unpredictable for the employees, by using the power of data. Also shows how CRM software strengthens the customer engagement and increase customer loyalty and profitability in multi aspects. Conclusion- CRM software is intended to be used in order to strengthen the relationship with the customer and increase customer loyalty, profitability, increase the productivity of the entire organization, especially the sales and service teams, to ensure collaboration between teams, to institutionalize with a modern technological infrastructure and to ensure the process of transforming from data to wisdom in order to increase corporate memory.