SUCCESSFUL CUSTOMER RELATIONSHIP MANAGEMENT IN BUSINESS PROCESS INTEGRATION AND DEVELOPMENT OF APPLICATIONS FOR PROJECT MANAGEMENT

Customer satisfaction is a critical factor of survival and helping to maintain the economic growth. ‘Customer centricity' swaps efficiency with effectiveness resulting in improved financial performance. Customer relationship management (CRM) is an amalgamation of processes, people and technology that try to value the customer of a company. This is an integrated approach to manage relationships with a focus on customer retention and relationship development. With the advances in information technology, CRM has been evolving and changes in organizational structure in customer‐centric approach. Companies who successfully implement CRM, garner the rewards in customer loyalty and long run profitability. However, successful implementation is intangible, because enterprises do not understand that CRM is cross‐functional, customer‐focused and need business process re‐engineering across the organization. Even though the large portion of CRM is technology based, viewing CRM as a technology‐only solution is likely to be futile. For successful implementation of CRM, an integrated and balanced approach towards technology, people and process is required. In this study, data were collected from Indian SMEs and departments involved were sales & marketing, administration, and operations. Data were then analyzed with statistical methods in terms of customer service variables identified from the review of the literature. Analysis indicates the importance of modern business processes, especially for coordination roles, and the study describes different purposes for documentation. Findings were significant for Total Customer Service Excellence Model with the CRM software for SMEs.