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Understanding customer relationship management (CRM): People, process and technology
... The growing recognition of customer-centric strategies has positioned CRM at the forefront of business development initiatives across industries (Stefanou et al., 2003). It is no longer merely a technological tool or marketing software-it has evolved into a holistic approach that aligns people, processes, and technology to foster meaningful relationships with customers (Chen & Popovich, 2003). CRM is fundamentally about understanding customer needs, behaviors, and expectations to tailor services and interactions that result in greater satisfaction, loyalty, and retention (Shaon & Rahman, 2015). ...
... As a result, such firms may face customer attrition, negative word-of-mouth, and declining market share. In its most effective form, CRM is recognized as a comprehensive business philosophy that integrates technological infrastructure, human resource development, and process innovation to cultivate enduring customer relationships (Chen & Popovich, 2003). Its application spans multiple functions including marketing, sales, customer support, and data analytics. ...
... This indicates that CRM's influence extends beyond the initial transaction and into post-sale engagement, which is often a critical determinant of long-term customer loyalty (Khalifa & Shen, 2009). CRM, therefore, acts as a loop that sustains customer interest and loyalty through continuous value delivery and communication (Chen & Popovich, 2003). ...
The purpose of this study is to look into the theories around how customer satisfaction in Bangladesh's banking industry is affected by customer relationship management. Data from 260 respondents who are banking service recipients in Bangladesh was gathered using a standardized online survey questionnaire. A convenience sampling strategy that is non-probabilistic was employed. SPSS is utilized to examine the information gathered. To account for the variation in responses, demographic, descriptive, correlation, ANOVA, and regression analysis are performed. There is a general correlation between all of the independent factors and the dependent variable. The F-statistics calculated value (17.557), with 14 and 145 degrees of freedom and p <.05, is reported by ANOVA. This result is greater than the crucial value, indicating that independent variables appropriately contribute to defining the dependent variable and validating the model's fitness. All four of the supported hypotheses have a favorable and considerable impact on client satisfaction in Bangladesh's banking industry. In the context of Bangladesh's banking sector, the R-squared value indicates that 58.0% of the variance in "Customer Satisfaction" can be explained by differences in the independent variables "Service Quality, Employee Behavior, CRM based technology and Handling Complaints." Regression analysis results show that, in terms of relative strength, service quality is the most important independent variable. The study's findings also offer banking industry practitioners in Bangladesh a useful resource for understanding how CRM affects customer satisfaction and for enhancing client acquisition and retention tactics.
... Customer Relationship Management (CRM) has emerged as a strategic tool to enhance customer satisfaction, retention, and overall marketing performance (Chen & Popovich, 2003). CRM is a comprehensive strategy that aims to comprehend, anticipate, and manage the demands of both present and future consumers for a business. ...
... CRM is a comprehensive strategy that aims to comprehend, anticipate, and manage the demands of both present and future consumers for a business. It entails coordinating, automating, and arranging sales and marketing through the use of software and technology, procedures for technical assistance and customer service (Chen & Popovich, 2003). CRM essentially aids companies such as First Bank in optimizing their client interactions, which can result in improved marketing outcomes including heightened brand recognition, higher customer retention rates, and more customer loyalty. ...
This study examined the relationship between Customer Relationship Management (CRM) practices and their effects on customer satisfaction, retention, loyalty and competitive advantage within First Bank Nigeria plc, Aba, Abia State, Nigeria. Utilizing a quantitative approach, data were collected through structured questionnaire distributed to staff of First Bank Nigeria plc, Aba, Abia State, Nigeria. Descriptive statistics was used to summarize the data, while inferential statistics (such as Anova) was employed to examine the relationships between CRM practices and marketing performance indicators. The findings revealed a significant positive relationship between effective customer relationship management practices and customer satisfaction, evidenced by a strong acceptance of customer relationship management initiatives among respondents. Additionally, results indicated that CRM practices contribute to higher customer retention and foster loyalty, thereby enhancing the bank’s competitive position in the banking sector. Statistical analysis, including ANOVA and Correlation assessment, underscores the importance of CRM as a strategic too for customer engagement. The research also highlighted the critical roles of tailored CRM practices in improving customer experiences and achieving long-term business success. We, therefore, conclude that First Bank can greatly enhance its CRM procedures and marketing success by tackling implementation issues through focused training, technological investments, and feedback mechanisms. Hence, the following recommendations are made: technical support services should be made available to employees to help them deal with system problems and ensure that they can use CRM technologies efficiently and without interruption, the bank should assess CRM processes regularly and determine how they affect marketing performance and make necessary modifications and optimizations in a timely manner, among others.
... Customer Relationship Management (CRM) has emerged as a strategic tool to enhance customer satisfaction, retention, and overall marketing performance (Chen & Popovich, 2003). CRM is a comprehensive strategy that aims to comprehend, anticipate, and manage the demands of both present and future consumers for a business. ...
... CRM is a comprehensive strategy that aims to comprehend, anticipate, and manage the demands of both present and future consumers for a business. It entails coordinating, automating, and arranging sales and marketing through the use of software and technology, procedures for technical assistance and customer service (Chen & Popovich, 2003). CRM essentially aids companies such as First Bank in optimizing their client interactions, which can result in improved marketing outcomes including heightened brand recognition, higher customer retention rates, and more customer loyalty. ...
Tourism is a very complex industry because of its multi-faceted activities which together produce the ‘tourist product’, and also because of the various subsectors that are in themselves industries, if considered independently. Its complexity lies in the tourism promotion in its various forms directed at large number of people in various lands of different socio-economic structures, having different needs, expectations and behavior patterns. Tourism competition is constantly growing as more and more destinations seek to attract tourists and more companies and organizations become involved in highly skilled business of destination planning, transportation, accommodation and catering for the tourists. Apart from the enormous oil and gas in the Niger Delta region of Nigeria, it is endowed with a lot of festivals and cultural events that are tourist attractions, which qualifies it as a tourism destination; and exploring them would add to the socio-economic development of the area. One of such is the Amakama wonder tree and Ibeno beach, a subset of the Niger Delta. The numerous tourism potentials it exhibits indicate that it is a money spinner if adequately explored. This paper, anchored on Public Relations model and source credibility theory, relied on library and archival sources as methods to identify and highlight the tourism components in the Akamaka wonder tree and Ibeno beach as well as suggested steps that could be taken to boost the potentials inherent as a tourism product. The study concluded that despite the human activities and disruption of nature, strict measures should be taken to protect this tourist destination for development because both local and foreign investors would be attracted to the area to invest their money. We, therefore, recommended that adequate security measures should be put in place and enhanced for potential tourists, and more money should be allocated to the culture and tourism sector in the annual budgets of the states in the region, among others.
... In the modern digital landscape, customer experience has become a key differentiator for businesses, especially in service-intensive industries like telecommunications. As markets grow increasingly competitive, businesses are under constant pressure to adopt innovative strategies to meet evolving customer expectations and ensure high-quality service delivery (Chen and Popovich, 2003). One of the most effective tools in this regard is Electronic Customer Relationship Management (e-CRM). ...
... E-CRM merges technology with traditional CRM to boost customer engagement and organizational outcomes. E-CRM thus enables businesses, through the use of digital tools in the collection, management, and analysis of customer data, to offer personalized and timely services that make a great difference in the realization of better service quality and customer satisfaction (Chen and Popovich, 2003;Rahimi and Gunlu, 2016). In the context of the telecommunications industry, e-CRM is crucial in terms of process efficiency and the improvement of customer touch points in view of changing customer expectations. ...
This study investigates the impact of electronic Customer Relationship Management (e-CRM) on Customer Experience and Service Quality in the Algerian telecommunications sector, with a specific focus on the mediating role of Customer Experience. A quantitative research design was adopted whereby data were collected using survey procedures and subsequently analyzed using Partial Least Squares Structural Equation Modeling with Smart-PLS software. The results indicate that e-CRM significantly enhances the level of Customer Experience and Service Quality. Furthermore, it is found that Customer Experience directly influences Service Quality and mediates the relationship between e-CRM and Customer Experience, which holds the key to achieving the highest level of service quality.
... In order to develop a comprehensive picture of the client, this involves keeping note of their preferences, past purchases, and interactions. Businesses can anticipate client wants, enhance customer service, and customise their marketing plans by evaluating this data (Chen & Popovich, 2003). To make sure that every department is using the same strategy for managing client connections, CRM systems frequently interact with other corporate functions, including marketing, sales, and customer support (Nguyen, Simkin, & Canh, 2019). ...
The implementation of digital financial innovations presents significant challenges for financial institutions, particularly in enhancing customer satisfaction, service quality, and customer retention. This study examines the impact of digital banking revolutions proxied by Mobile financial services, online banking and digital payment systems on these key aspects of customer experience at Zenith Bank in Abuja, Nigeria. Adopting a survey research design, the study focused on a target group of 115 employees and employed a census methodology for comprehensive data collection. Data was gathered through structured questionnaires made up of a 5-point Likert scale and analyzed using regression analysis. The findings revealed that mobile banking significantly improves customer satisfaction, internet banking has a strong positive correlation with service quality, and digital payment systems play a vital role in customer retention. The study concludes that embracing digital innovations is crucial for enhancing customer experiences in the banking industry. Therefore, it is recommended that Zenith Bank should continue investing in technological advancements to optimize mobile banking services, enhance internet banking security, and improve the efficiency of digital payment systems. Zenith Bank should focus on these areas in order to enhance customer experience and loyalty thereby ensuring its competitiveness in the rapidly evolving digital financial landscape.
... The synergy between marketing strategies and IT innovations represents a powerful force in shaping the future of customer engagement. This integration allows businesses to create more targeted, efficient, and effective marketing campaigns while simultaneously improving the overall customer experience (Chen & Popovich, 2003). As a result, companies that successfully harness this synergy can gain a significant competitive advantage in the marketplace. ...
This research paper explores the synergistic relationship between marketing strategies and information technology (IT) innovations in enhancing customer experiences. As businesses strive to remain competitive in an increasingly digital landscape, the integration of marketing approaches with cutting-edge IT solutions has become crucial.This paper investigates how this synergy could result in better general corporate performance, customer happiness, and loyalty.We evaluate the influence on marketing strategies of several technologies including artificial intelligence, big data analytics, and the Internet of Things by way of an exhaustive literature research and case study analysis. The results show that when used in concert, marketing plans and IT advancements may produce unique, frictionless, and captivating consumer experiences at several points of contact. This study helps us to know how companies may use this synergy to get a competitive edge in the contemporary market.
... The synergy between marketing strategies and IT innovations represents a powerful force in shaping the future of customer engagement. This integration allows businesses to create more targeted, efficient, and effective marketing campaigns while simultaneously improving the overall customer experience (Chen & Popovich, 2003). As a result, companies that successfully harness this synergy can gain a significant competitive advantage in the marketplace. ...
This research paper explores the synergistic relationship between marketing strategies and information technology (IT) innovations in enhancing customer experiences. As businesses strive to remain competitive in an increasingly digital landscape, the integration of marketing approaches with cutting-edge IT solutions has become crucial.This paper investigates how this synergy could result in better general corporate performance, customer happiness, and loyalty.We evaluate the influence on marketing strategies of several technologies including artificial intelligence, big data analytics, and the Internet of Things by way of an exhaustive literature research and case study analysis. The results show that when used in concert, marketing plans and IT advancements may produce unique, frictionless, and captivating consumer experiences at several points of contact. This study helps us to know how companies may use this synergy to get a competitive edge in the contemporary market.
... High-quality data, encompassing a rich variety of relevant variables, empowers AI algorithms to identify complex patterns and relationships that underpin accurate sales predictions. Conversely, models trained on insufficient or inaccurate data will likely generate unreliable forecasts, potentially leading to misguided sales strategies and missed revenue opportunities [4]. ...
Contemporary workplaces are undergoing changes. Sales forecasting enhances revenue growth, optimizes resource allocation, and mitigates financial risk. CRM systems retain client information such as contact history, purchasing behaviors, and communication patterns, rendering them essential for sales. Relying on intuition and sales trends for predictions is inherently biased and lacks sufficient facts. Constraints may underestimate sales potential or overestimate prior accomplishments, impeding market adaptation. This study investigates CRM AI sales forecasting. We examine natural language processing, deep learning, and machine learning algorithms. We assess the precision and constraints of predicting. The evaluation encompasses data quality, quantity, model interpretability and explainability, non-linear correlation detection, and hidden pattern recognition. Advanced AI models with extensive datasets can detect minor shifts in consumer behavior with greater precision and reliability than previous techniques. The examination of AI-driven sales forecasting in sales management is conducted. Artificial intelligence can enhance pipelines by dynamically evaluating the probability of deal closing during the sales cycle. Sales professionals may utilize AI to identify high-converting prospects. Allocating resources according to AI forecasts enables sales teams to target prime prospects. AI may enhance resource allocation across sales channels and locations by utilizing previous sales data, customer interactions, and market trends, hence augmenting sales and return on investment (ROI). Our findings indicate that AI can improve estimations and assist sales teams in making data-informed decisions. Artificial intelligence in customer relationship management systems assists sales professionals in identifying new prospects, assessing client behavior, and maneuvering across the commercial landscape with more speed and accuracy.
... High-quality data, encompassing a rich variety of relevant variables, empowers AI algorithms to identify complex patterns and relationships that underpin accurate sales predictions. Conversely, models trained on insufficient or inaccurate data will likely generate unreliable forecasts, potentially leading to misguided sales strategies and missed revenue opportunities [4]. ...
Contemporary workplaces are undergoing changes. Sales forecasting enhances revenue growth, optimizes resource allocation, and mitigates financial risk. CRM systems retain client information such as contact history, purchasing behaviors, and communication patterns, rendering them essential for sales. Relying on intuition and sales trends for predictions is inherently biased and lacks sufficient facts. Constraints may underestimate sales potential or overestimate prior accomplishments, impeding market adaptation. This study investigates CRM AI sales forecasting. We examine natural language processing, deep learning, and machine learning algorithms. We assess the precision and constraints of predicting. The evaluation encompasses data quality, quantity, model interpretability and explainability, non-linear correlation detection, and hidden pattern recognition. Advanced AI models with extensive datasets can detect minor shifts in consumer behavior with greater precision and reliability than previous techniques. The examination of AI-driven sales forecasting in sales management is conducted. Artificial intelligence can enhance pipelines by dynamically evaluating the probability of deal closing during the sales cycle. Sales professionals may utilize AI to identify high-converting prospects. Allocating resources according to AI forecasts enables sales teams to target prime prospects. AI may enhance resource allocation across sales channels and locations by utilizing previous sales data, customer interactions, and market trends, hence augmenting sales and return on investment (ROI). Our findings indicate that AI can improve estimations and assist sales teams in making data-informed decisions. Artificial intelligence in customer relationship management systems assists sales professionals in identifying new prospects, assessing client behavior, and maneuvering across the commercial landscape with more speed and accuracy.
... The consumption of products and services depends on a mix of products and processes designed to activate the three axes of solid customer relationships, sales, and service through products that meet customer needs alongside a seamless product delivery process (Chen & Popovich, 2003;Gil-Gomez et al., 2020). In the financial industry, technology is developing rapidly and tightening competition. ...
This study analyzes the contribution of the supply-based product and process matrix to smallholder farmers' consumption of agricultural finance. The authors adopted a qualitative research design applying a semi structured interview guide to provide in-depth content about the products and processes of agricultural finance delivery. Data were collected from various bank staff, smallholder farmers, and documentary reviews. The results revealed that value chain financing is not a panacea for smallholder farmers to borrow and use funds to engage into higher agricultural value chain activities. In addition, product pricing and duration alongside inefficient and linear product delivery processes hinder smallholder farmers' adoption of agricultural finance. Thus, inappropriate products and inefficient processes discourage smallholder farmers from exploiting agricultural finance. The methods of engagement are premised on respondents' narratives implying that one person's experience may limit the representation of multiple viewpoints. Central banks and financial institutions seeking to increase smallholder farmers' use of agricultural finance must develop policies to understand end-user needs and create seamless delivery processes to deliver agricultural financing. This is one of the few studies that comprehensively and qualitatively assesses how the combination of pricing and products addresses smallholder farmers' financing needs in the commercial banking context. Thus, this study contributes new ideas for increasing the consumption of agricultural finance.
... Pemanfaatan teknologi canggih seperti Customer Relationship Management (CRM) berbasis cloud telah menjadi salah satu pilar utama dalam strategi pengelolaan hubungan pelanggan yang berkelanjutan. Teknologi ini memungkinkan perusahaan untuk secara efektif melacak dan merekam setiap interaksi dengan pelanggan, mulai dari riwayat pembelian hingga umpan balik yang diberikan (Chen & Popovich, 2003). ...
Buku ini memberikan panduan strategis dan aplikatif tentang manajemen pemasaran bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di lndonesia. Dalam menghadapi era digitalisasi dan persaingan global, buku ini menyajikan konsep-konsep kunci pemasaran yang relevan, seperti riset pasar, segmentasi, inovasi produk, dan pemasaran digital. Dengan memadukan teori pemasaran dan studi kasus nyata, buku ini membahas tantangan-tantangan yang dihadapi UMKM, termasuk keterbatasan sumber daya, teknologi, dan akses pasar, sekaligus memberikan solusi praktis untuk mengatasinya. Selain itu, pembaca juga diperkenalkan pada teknik pemasaran modern seperti pemanfaatan media sosial, pemasaran berbasis konten, dan pengelolaan hubungan pelanggan untuk menciptakan daya saing yang berkelanjutan. Ditulis oleh para ahli di bidangnya, buku ini menjadi referensi berharga bagi akademisi, pelaku bisnis, dan pihak-pihak yang berkomitmen pada pengembangan UMKM di lndonesia.
... The consumption of products and services depends on a mix of products and processes designed to activate the three axes of solid customer relationships, sales, and service through products that meet customer needs alongside a seamless product delivery process (Chen & Popovich, 2003;Gil-Gomez et al., 2020). In the financial industry, technology is developing rapidly and tightening competition. ...
This study analyzes the contribution of the supply-based product and process matrix to smallholder farmers’ consumption of agricultural finance. The authors adopted a qualitative research design applying a semi structured interview guide to provide in-depth content about the products and processes of agricultural finance delivery. Data were collected from various bank staff, smallholder farmers, and documentary reviews. The results revealed that value chain financing is not a panacea for smallholder farmers to borrow and use funds to engage into higher agricultural value chain activities. In addition, product pricing and duration alongside inefficient and linear product delivery processes hinder smallholder farmers’ adoption of agricultural finance. Thus, inappropriate products and inefficient processes discourage smallholder farmers from exploiting agricultural finance. The methods of engagement are premised on respondents’ narratives implying that one person’s experience may limit the representation of multiple viewpoints. Central banks and financial institutions seeking to increase smallholder farmers’ use of agricultural finance must develop policies to understand end-user needs and create seamless delivery processes to deliver agricultural financing. This is one of the few studies that comprehensively and qualitatively assesses how the combination of pricing and products addresses smallholder farmers’ financing needs in the commercial banking context. Thus, this study contributes new ideas for increasing the consumption of agricultural finance.
... There has been considerable interest in deep learning methods, such as Word2Vec [17], Glove [18], which use automatic feature representation learning methods to learn representations of features. Attention enables machine translation to overcome this problem by scanning the source sentence and creating an appropriate word based on the most recent work shown within the context as well as the most recent work on which the machine translation is operating [20][21][22][23]. ...
Text Sentiment Analysis is one of the foundational pillars of sentiment analysis. There hasn't been any research done yet that makes the use of the combined power of modern models and contextual information present in texts, nor has it been studied how contextual information may be controlled in any effective manner. It has been demonstrated that the model proposed in this paper can be used to accurately and efficiently classify sentiments for a given topic. The system is able to capture all of the content contained within the text by combining rule-based methods and deep learning models. In a study undertaken by our group, it has been found that building an embedded representation and attention mechanism is effective in the processing of valence shifting cases. Our proposed mechanism also combines custom-designed rules along with domain-specific sentiment dictionaries. The proposed method has been tested using three datasets and has shown superior performance to other methods, regardless of its higher cost as compared to other methods. PPD (Probability Proportion Difference) is used in this study to pick characteristics that regard each term to be part of a class list. It's a quick and easy way to remove irrelevant words from a feature vector. Categorical Probability Proportion Difference (CPPD) and Probability Proportion Difference (PPD) are used to choose features in a suggested method (CPD). In order to identify features that effectively distinguish between classes and deliver the necessary outcomes, CPPD features selection methods can be used the comparison of the proposed methods' performance with that of the CPD method and the Information Gain (IG) approach shows that all three methods are comparable in their ability to detect sentiment. Two standard datasets (each containing a number of movie reviews and a number of book reviews) have been used as data sources for testing suggested feature selection methods. A study conducted by the authors of this article suggests that the CPPD feature selection method proposed in this article performs better for sentiment classification than other methods. The proposed model is fast and uses the Virgin America Airlines reviews dataset for training and testing. The Monkey learn model achieved 75% precision, 91% recall, and 89% of accuracy, showing the model capabilities in real time Text sentiment analysis.
... CRM systems perform ETL on customer data and maintain this information over long periods for business management purposes. CRM is crucial for managing customer interactions, enhancing sales, creating value, and personalizing products and services [3], [4], [5], [6], [7]. Recently, companies have begun using Customer Data Platforms (CDP) to continuously store information about customers who access their services and websites. ...
Customer Relationship Management (CRM) systems, widely used in enterprises, have evolved into Software-as-a-Service (SaaS) platforms. With the advent of Customer Data Platforms (CDP), these systems continuously store customer behavior data for purposes such as creating single customer profiles, analyzing, tracking, and managing customer interactions from various perspectives. With the global expansion of the e-commerce market, research on customer analysis and classification optimized for the e-commerce environment has been actively conducted. The RFM (Recency, Frequency, Monetary) model is a straightforward method for classifying customers and is applied across various industries. However, in the e-commerce environment, where customers can access services at any time, there are limitations in collecting, storing, and reflecting customer behavior data for classification. To resolve these limitations, this paper proposes the RFMVDA (Recency, Frequency, Monetary, Visits, Durations, Actions) model. This model is designed to capture customer data, sessions, and behavior units suitable for the e-commerce environment. By utilizing theRFMVDAmodel for customer behavior-based segmentation and classification, we constructed a Deep Neural Network (DNN) to predict customer behavior-based classifications. As a result, the proposed model demonstrated a segmentation prediction accuracy of 92.98% for customers in the e-commerce environment.
... For these reasons, Customer Relationship Management (CRM) systems were developed to better handle the customers. CRM is defined as the process of managing the relationships of a company's customers through technology focusing on the customers' satisfaction and further development of these relationships [46]. With information systems availability since the mid 1980's, companies have used information technologies further to develop their customers' relationships. ...
The Information and Communication Technologies revolution brought a digital world with huge amounts of data available. Enterprises use mining technologies to search vast amounts of data for vital insight and knowledge. Mining tools such as data mining, text mining, and web mining are used to find hidden knowledge in large databases or the Internet.
... E-CRM systems are uses of electronic and communication technologies that focus on the analysis and management of client relationships in the understanding of his or her satisfaction and loyalty goals (Chen and Chen, 2018). Empirical evidence shows that the e-CRM system can highly contribute to customer value by advancing communication, performing service at a faster rate, and incorporating a meaningful marketing offering from the buyer's point of view (Chen and Popovich, 2003). For instance, management of customer relations using e-CRM systems would help businesses know the customers' likes and dislikes, thus engaging them appropriately (Payne and Frow, 2005;Aboalganam et al., 2023). ...
This paper examines the role of sustainability in determining organisational development and the manner in which it has become a necessity in conducting business. Thus, this research aims at determining the enhancement of sustainable practices in the e-CRM systems. Thus, using surveys and measuring certain e-CRM possibilities quantitatively, interviews and case analyses as qualitative data gathering, the research offers a systemic understanding of how e-CRM may be utilized to encourage sustainability. The preliminary results also reveal a high concern of the respondents towards the sustainability factor in e-CRM with the mean score of 4.2 and considerable awareness of the benefits like cost advantage measure with the calculated score of 4.5 mean. Companies are moderately challenged when it comes to cost and complexity (mean score 3.8) that restrict the integration of sustainability aspect in e-CRM systems, Nevertheless the implementation and planning of sustainability initiative in e-CRM system is high (current initiatives mean score 3.7, planned initiatives mean score 4.1). The qualitative results and cases reveal the ideas, experiences, examples, and quantifiable results, such as a 25% decrease in the usage of paper in the cases and a 30% decrease in energy use. These findings established that e-CRM strategies can be made sustainable, thereby creating improved communication between firms and their customers, whilst mitigating damages to the environment and supporting the long-term sustainability of organisations.
... conducted research in the telecommunications industry and found that organizations with well-implemented IT-ENABLED CRM systems had higher customer loyalty, as indicated by increased customer retention rates and reduced churn. Furthermore, Gupta et al. (2004) investigated the impact of IT-ENABLED CRM systems on customer loyalty in the e-commerce sector and highlighted the role of IT-ENABLED CRM systems in enabling personalized customer experiences and targeted loyalty programs [11,12]. ...
This research delves into the comprehensive examination of the impact of IT-enabled Customer Relationship Management (CRM) systems on vital organizational metrics—sales performance, customer satisfaction, and loyalty—within contemporary business settings. Identifying critical research gaps, the study emphasizes the need for extended investigations into the long-term effects and sustainability of these systems, the influence of employee adoption and training, and the paramount concern of customer data security and privacy. Employing a mixed-methods approach involving 350 interviews and market analysis, the research aimed to assess the influence of CRM systems on key performance indicators. A comparative analysis between customer satisfaction levels at a Super Mall without CRM and Coles Super Mall utilizing CRM revealed notable variations, pinpointing areas for improvement. Furthermore, industry trend analysis highlighted the dominance of Service and IT sectors, signaling potential areas for impactful CRM implementation. By identifying challenges impeding the complete utilization of CRM systems, this study aims to streamline processes and improve system efficiency. Delineation of mechanisms underscored how CRM systems facilitate personalized interactions, improved service, targeted marketing, and enhanced customer retention, all crucial for driving sales performance and loyalty. The research findings cemented a positive correlation between CRM adoption and enhanced organizational outcomes, solidifying the centrality of customer satisfaction in fostering enduring customer relationships. This research provides valuable insights for organizations seeking to leverage CRM systems effectively to elevate their performance in contemporary business landscapes.
... . Within the MIS environment at Botswana Post, leveraging information systems effectively can contribute significantly to gaining a competitive edge in the postal industry. One way Botswana Post can achieve competitive advantage is through the improvement of customer relationship management (CRM) systems(Chen & Popovich, 2003).By capturing and analysing customer data, such as mailing preferences and delivery requirements, Botswana Post can personalize its services, improve customer satisfaction, and enhance loyalty.Moreover, the streamlining of supply chain management (SCM) systems can streamline logistics and distribution processes, reducing costs and improving efficiency (Lambert & Cooper, 2000). Through effective SCM, Botswana Post can optimize inventory management, minimize delivery times, and enhance overall service quality, thereby gaining a competitive edge over rivals. ...
This empirical research paper Based on Wynn and Williams (2012) article, “Principles for conducting critical realist case study in information systems” aimed to conduct an assessment of the state & impact of the MIS environment at Botswana Post. It explored the business landscape of Botswana Post in 2024, IN terms of;
1. philosophy,
2. Contextual conditions,
3. Structural entities,
4. Strategic setting,
5. Competitive advantage,
6. Decision analysis,
7. Operations/performance,
8. Challenges & opportunities.
... However, the specific impact of CRM on enhancing customer satisfaction within the procurement context of educational institutions like Koitaleel Samoei University College (KSUC) remains underexplored. Despite the recognized benefits of CRM in fostering better relationships with stakeholders (Chen & Popovich, 2003;Kim & Han, 2014), challenges persist in understanding how CRM implementation within procurement departments influences stakeholder satisfaction at educational institutions. KSUC's procurement department plays a critical role in supporting the university's operational needs by managing the acquisition of goods and services essential for academic and administrative functions. ...
Purpose: The Purpose of this study was to establish the effect of Customer Relationship Management practices through Process Automation and customer satisfaction at Koitaleel Samoei University College. Specifically, this study was anchored on the CRM practices through processes automation and how they influence customer satisfaction. The study was based on symbolic interaction theory which insisted on the codependence of individuals and ideologies and how customer satisfaction depends on the CRM practices. Customer relationship management theory, an accepted philosophy that is concerned with identifying, satisfying, retaining, partnering and maximizing the value of customers by effectively managing the relationship between parties. Methodology: Descriptive design was used in this study. Data was collected by use of questionnaires and interview schedule. Data was presented by use of charts and tables. The target population was 150 individuals within KSUC. Strata of fifty (50) individuals was sampled compromising of suppliers, management and staff. The tools of data collection helped in ensuring the validity and reliability of the data that was collected. Ethical standards were considered where seeking permission before data collection from individuals was sought and the respondent’s privacy was granted. Findings: The study found out that CRM is a critical component in customer satisfaction and therefore can be highly applied. Unique Contribution to Theory, Practice and Policy: The study recommended provision of platforms for customers to leave reviews or even complaints and suggestions from their experience, Enhancement of Communication Channels and Implementation of clear and accessible communication channels for stakeholders to interact with the procurement department.
... The purpose of this research is to examine the introduction of an AI-powered chatbot in a B2B context through the lens of the People-Process-Technology (PPT; Leavitt, 1964;Schneier, 2009) organization change management framework. This is a parsimonious, yet comprehensive framework that has been employed to study technology deployment in different fields including customer relationship management (e.g., Chen & Popovich, 2003), information systems (e.g., Maruping et al., 2019) and tourism (e.g., Chen et al., 2021). We draw on semi-structured interviews with expert employees and business customers who are users of the chatbot. ...
Chatbots have received increased attention in research and practice, especially in business-to-consumer (B2C) settings. The role of chatbots in business-to-business (B2B) is less explored (e.g., speed of customer service via chatbots in industrial settings). In this research, we probe the employee perspective of interacting with chatbots, focusing on collaboration and customer support. We do so through an illustrative B2B case drawing on interviews with expert customer service employees and business customers. We synthesize our findings using the People–Process–Technology (PPT) framework of organizational change. In doing so, we explore the importance of the interplay between the customer service employee and chatbot and impacts on the employees and end-customers’ experience. We uncover a double-edged sword: employees need to collaborate with chatbots to help them better help the employee, but collaborating with chatbots may negatively impact experts’ job-related sense of worth (e.g., employees feeling less competent and skilled).
... Η κύρια λειτουργία ενός CRM συστήματος είναι η βελτίωση των επιχειρηματικών σχέσεων, επιτρέποντας στις επιχειρήσεις να παρακολουθούν κάθε πτυχή της σχέσης με τους πελάτες τους. Μέσω της χρήσης ενός CRM, οι επιχειρήσεις μπορούν να αυξήσουν τις πωλήσεις, να βελτιώσουν την ικανοποίηση των πελατών και να βελτιώσουν τη συγκράτηση των πελατών (Chen and Popovich, 2003). ...
Ανάλυση Δυνατοτήτων, Προκλήσεων και Επιχειρηματικής Αποδοτικότητας του Odoo CRM
... Ryals & Payne(2001) emphasized the utilization of technological advances, in particular data storage facilities, as an effective instrument to boost effectiveness as well as effectiveness in the banking and financial services industry. Businesses that engage that effectively implement CRM with combined systems and processes, according to I. J. Chen & Popovich(2003), are going to benefit from boosted client retention and profitability over the long run. Shang & Lu (2012) (Cele et al., 2023). ...
This study investigates the effect of customer relationship management (CRM) on market performance. Customer satisfaction was adopted as a mediator in the relationship between CRM and market performance. In volatile markets, a company's reputation is heavily reliant on customer satisfaction. Therefore, the current study is conducted in the case of five-star hotels in Addis Abeba. The researcher sampled 270 respondents and used primary and secondary data for data collection. The findings of the study revealed that customer satisfaction plays a crucial mediating role in the connection between customer relationships and market performance. When customers are satisfied with their hotel experience, it increases their loyalty to the establishment. This loyalty, in turn, positively influences the hotel's market performance. This research aims to contribute to the existing literature by identifying the mediating effect of customer satisfaction between customer relationship management and market performance in a selected five-star hotel in Addis Ababa. These findings of the study highlight the importance of focusing on customer satisfaction, as it acts as a key driver in shaping the overall market performance of a hotel.
... e-CRM yang paling berkembang saat ini adalah CRM berbasis web, yang berkembang dan didukung dengan alat bantu lain seperti email, forum elektronik, social media support (Lee-Kelley, David, & Robin, 2003;Rilvari, 2005). e-CRM merupakan sebuah inovasi teknologi di bidang pemasaran yang memiliki kemampuan dalam mengumpulkan dan menganalisis data pada pola pelanggan, memprediksi perilaku pelanggan, mengembangkan model prediksi guna menentukan strategi yang tepat, merespon sebuah coplain dan kebutuhan informasi dengan tepat waktu sehingga menghasilkan komunikasi serta layanan yang efektif bagi pelanggan (Chen & Popovich, 2003;Sinisalo, Salo, & Karjaluoto, 2005). Pemanfaatan teknologi untuk mengoptimalkan interaksi antara perusahaan dengan pelanggan, mampu memotivasi pelanggan untuk loyal menggunkan jasa atau produk dari perusahan (Fjermestad & Romano, 2003). ...
... These systems have also enabled organizations to leverage AI-driven features, such as automated data entry, predictive sales analytics, and personalized customer interactions (Greenberg, 2010). Cloud-based CRMs further support multi-channel customer engagement, helping businesses deliver consistent and personalized services across various platforms, including email, social media, and chatbots (Chen & Popovich, 2003). As businesses increasingly shift towards digital transformation, cloud CRM systems have become indispensable tools for enhancing customer satisfaction and operational performance. ...
As businesses increasingly rely on digital solutions to streamline operations, the integration of artificial intelligence (AI) in cloud-based Customer Relationship Management (CRM) systems is transforming task management and operational workflows. This research paper explores the role of AI-orchestrated workflow automation in cloud-based CRM systems and its impact on enhancing operational efficiency through intelligent task management. By analyzing both qualitative insights and quantitative performance data, the study demonstrates how AI-driven automation improves task completion rates, reduces task delays, and optimizes resource allocation within CRM workflows. The findings reveal a significant increase in efficiency, driven by AI's ability to automate routine tasks and provide real-time performance monitoring. The research also compares the results with existing literature, noting key consistencies and identifying areas for future exploration. While the study presents promising results, it acknowledges limitations related to sample diversity and the long-term implications of AI adoption.
... Companies can take several actions to increase their level of 'content efficiency'. Such actions include: offering products and services at sensible price and qualities, and optimize delivery of purchases (Chen & Popovich, 2003). ...
This paper presents the findings of a study exploring the effects of five service quality dimensions-content usefulness, content efficiency, service stability, service responsiveness and provider reliability-relationship between customer satisfaction, intention to make electronic purchases, and proposed in past research. For the analysis, we have used regressions to estimate path coefficients of a previously proposed model; the path diagram fitting variables was generated. Our findings indicate that customer satisfaction has the strongest effect on electronic purchasing intention among Iranian electronic shoppers. The path diagram also shows that provider reliability, content usefulness and content effectiveness affect electronic purchasing intention and customer satisfaction, while service responsiveness and service stability doesn't show significant relation with research dependent variables.
Pentingnya Customer Relationship Management (CRM) dalam meningkatkan daya saing pelaku usaha, khususnya UMKM, menjadi latar belakang kegiatan pelatihan ini. Melalui pendekatan partisipatif, pelatihan dilaksanakan secara daring dengan peserta dari berbagai latar belakang. Pelatihan mencakup penyampaian teori dasar, diskusi interaktif, dan studi kasus yang relevan. Hasil kegiatan menunjukkan peningkatan pemahaman peserta, yang ditunjukkan melalui peningkatan skor post-test dari 55% menjadi 85%. Pelatihan ini tidak hanya memberikan wawasan teoritis tetapi juga solusi praktis untuk mengatasi tantangan implementasi CRM, seperti keterbatasan teknologi. Kegiatan ini berkontribusi dalam membekali peserta dengan pengetahuan yang lebih baik untuk meningkatkan daya saing usaha mereka di era digital. Kesimpulan menunjukkan bahwa penguatan kapasitas di bidang CRM dapat mendukung pertumbuhan bisnis peserta sekaligus memberikan dampak positif bagi ekonomi lokal.
In addition to the speed and introduction of technological changes, the dynamics and globalization of operations and internationalization of the market, the study and management of competitiveness is gaining more and more importance. Competitiveness represents the ability of organizations, economic branches and the state to operate, maintain, advance, and work according to the principles of efficiency and effectiveness to beat the competition. So, competitiveness represents superiority over rivals and other competitors in the market.
The research in this paper was carried out in accordance with the modern methodology of scientific research work. It is based on an analytical descriptive methodology that aims to provide relevant insights into the competitiveness of organizations, where they will answer the essential questions posed in the research.
In the era of globalization, competitive advantage is achieved by those organizations that are ready for radical changes and that apply methods and concepts of continuous improvement. Sustainable competitive advantage is achieved by organizations that are significantly differentiated in relation to the competition, i.e. organizations that are able to raise performance in relation to the competition, apply innovations, develop new superior products and services, build a strong brand and a positive image by applying explicit advertising.
This literature review explores how the implementation of ERP (Enterprise Resource Planning) systems helps automate financial and operational processes. ERPs integrate different business functions such as financials, logistics, human resources and other modules improving efficiency and transparency. Although ERP implementation holds great potential in company transformation, this process has significant challenges like high initial implementation cost, expensive infrastructure and maintenance, lack of skilled resources and organizational resistance to change. The review highlights of ERP advantages such as unified processes, having all data in one place, improved collaboration between different departments, which are very important for companies. New trends, especially artificial intelligence for automatization of different processes and real time data analysis for better decision-making need to be taken into consideration for their potential to reduce cost and increase performance. Companies in developing countries might face atypical barriers during digital transformations like local fiscal regulations and cultural resistance, which can be very important to be consider ensuring project success. Future research should focus on making AI technology usable on this products even for the small enterprises, collaboration with academic institutions to make the implementation modular and pre-setup. This will ensure easier access to this kind of projects for every company and driving substantial economic growth.
In this chapter, we have considered how channels to market are comprised of business partners and the activities that they undertake to move products from the originator, which is usually the manufacturer, to the consumer or customer. They are also responsible for a number of services that add value within the supply chain and facilitate the easy transaction of business between the firm and its audience. By collaborating with intermediaries, the customer proposition is enhanced, and channel partner organisations are able to focus on activities that demand their specific expertise. The relationship between channel partners should be mutually beneficial, and rather than simply moving and storing products, partners should also share the risks involved in the marketing, movement, storage, and selling of products. Marketing channels do not only comprise wholesalers, dealers, agents, brokers, and retailers. In addition, channel intermediaries include service providers such as transport and logistics companies, and marketing agencies. It is paramount that organisations choose their channel partners wisely based upon long-term objectives rather than reactive and short-term considerations. Channel conflict can be reduced, and the channel collaborations made more fruitful through the intelligent training and incentivisation of partners, and through the allocation of resources aimed at nurturing relationships at both an interpersonal and interorganisational level.
This study aims to identify the determinants of customer relationship management in public banks, and to see if they constitute a multi-dimensional structure among them that consists of the following dimensions: customer orientation, relational orientation, management commitment, customer knowledge management and information and communication technology. By analyzing the data collected from a sample of 298 workers, and using confirmatory factor analysis, the results showed that the study data match the theoretical model and that the determinants of the practice of customer relationship management in public banks constitute a global structure and must be provided together at the same time. The results also showed that the level of availability of these determinants in the banks under study was strong.
Process mining has become an important area for improving business processes as it helps organizations analyze, model, and monitor their processes based on historical data. This paper has proposed an elaborate approach for the inclusion of process mining within business process management (BPM). Some of the important features of the proposed framework include the processes of data acquisition, model identification, model validation, and improvement plans. Further, process mining coupled with artificial intelligence and analytics in real-time concepts is also described. Process mining technique provides the ability to make various business processes more efficient, compliant, and agile.
The study investigated the impact of Customer Relationship Management (CRM) on performance of deposit money banks in Abia State. The study adopted a random sampling technique which made it possible for all the workers to have equal opportunity to being selected as the representative sample based on the total population of the two hundred and ten (210), a normal confidence level of 95% and error tolerance of 5% was used. ANOVA showed a large F-statistics of 509.23 coupled with a significant value of less than 0.005 which indicated that there was a 95% confidence interval that the difference was accepted. The regression gave the value 0.564. The value using 2-tailed analysis was flagged as being significant with a 0.001 sig. value. Equally implied that there was a more than 95% confidence interval. More so, Since the p-value 0.154 was greater than 0.059 that was (real 0.154 > rtab 0,059). Therefore, the researcher found that there was relationship between CRM practice and customer satisfaction of First bank and GT Bank Plc. in Abia state. Also that there was an influence of CRM practice on profitability in First Bank and GT Bank Plc. in Abia state. Finally that there was an influence of CRM practice on the market share of First bank and GT bank plc in Abia state.
This study was carried out to determine the relationship between customer relationship management and brand loyalty, using Benin metropolis as the area of study. The rationale for the study was to find out the extent to which to customer relationship influences brand loyalty. Survey research design was adopted while questionnaire was used as the instrument of data collection. The objectives of the study were to ascertain the relationship between customer relationship management and brand loyalty, find out the extent to which customer relationship management is relevant to brand loyalty, determine customer relationship management activities that enhance brand loyalty and determine whether customer relationship management alone can enhance brand loyalty. The study was anchored on interactional view theory and relationship management theory. The findings showed that there is a relationship between customer relationship and brand loyalty. Findings also showed that customer relationship contributes to brand loyalty. This implies that customer relationship management is the strongest and the most efficient approach in maintaining and creating relationships with customers. More so, the findings showed that the extent to which customer relationship contributes to brand loyalty. Findings further showed that there are several techniques through which organisations can carry out customer relationship management, so as to win customer loyalty. The techniques as gathered from the questionnaire are integrated marketing communications, product quality, customer satisfaction and corporate branding. The findings, however, revealed that only customer relationship management cannot lead to brand loyalty. Based on the findings, the researcher concluded that there is a strong link between customer relationship management and brand loyalty. It was recommended among others that organisations should endeavour to engage in customer relationship marketing, as it is one of the ways of winning customer loyalty.
The increasing number of businesses using e-commerce in Bali, the use of e-wallets like OVO is expected to integrate technology into daily life and drive the growth of the digital economy in the region. Factors indicated to influence the intention to reuse include satisfaction, perceived usefulness, and perceived ease of use. This study employs an associative research design with causal relationships and was conducted in Badung Regency. The sample size consisted of 105 respondents. Data was collected through questionnaires and then analyzed using descriptive analysis and structural equation modeling (SEM) based on PLS. The results showed that perceived usefulness has a positive and significant influence on the intention to reuse. Perceived ease of use also has a positive and significant impact on the intention to reuse. Perceived usefulness has a positive and significant effect on satisfaction. Perceived ease of use has a positive and significant effect on satisfaction. Satisfaction has a positive and significant influence on the intention to reuse. Satisfaction significantly mediates the indirect effect of perceived ease of use on the intention to reuse. It also significantly mediates the relationship between perceived usefulness and the intention to reuse. These findings underscore the importance of usefulness, ease of use, and satisfaction in increasing users' intention to continue using the technology. OVO e-wallet managers should focus on enhancing the benefits, ease of use, and user experience to improve user retention and loyalty.
In this chapter, I will integrate the basic concepts of a relational theory of the firm discussed in Chaps. 3 and 4 into a theoretically consistent and, hopefully, practically useful version of a relational business model. It is a business model that structures and realises the entrepreneurial process of private and public value creation. Business models are formal and informal governance structures. The concepts of the cooperation corridor and the cooperation rent are united in a theory of stakeholder value or shared value creation and their management building blocks.
The purpose of this study is to investigate the implementation of Customer Relationship Management (CRM) at Bank Syariah Indonesia (BSI) after the separation with Muhammadiyah. This research uses a descriptive qualitative approach by collecting data through in-depth interviews with BSI management as well as document analysis related to the CRM strategies implemented. The novelty of this research lies in the in-depth understanding of how the implementation of CRM at BSI can affect relationships with customers and success in maintaining their loyalty. The results of the analysis show that the implementation of CRM has had a positive impact in increasing customer satisfaction and loyalty, but the challenges of post-separation organizational culture from Muhammadiyah were also identified as important factors that need to be considered.
In today's globalized competitive scenario, mass customization and customer service are important tools for customer attention, retention and loyalty. This paper aims to scrutinize the automation of customer relationship management through the information systems. In this Web 2.0 world, reaching out to a customer at a correct contact-point, with precise information enhances the role of marketing and thus leverages the firms profit and goodwill. With many virtual touchpoints and the unlimited product information available the bargaining power of the customer has increased immensely. Customer relationship software helps to bridge the gap between the company's strategy and the customer's choice. As the business models are shifting to a pull based model, these CRM software help in not only knowing but also understanding the customer and his switching patterns accordingly. As these information's forms large amounts of data, data mining is used to obtain the apt information. Data mining helps break these chunks to data into key action oriented points that directly relate to a company's customer. This in long run helps reduce cost of identifying the new customer and thus increases the profit. This paper illustrates how information technology is developing strong and cordial bonds with its targeted customers giving them a real-time experience thus increasing their loyalty towards the company.
Este libro explica del uso de las Tics en las empresas y organizaciones
This chapter takes us on a journey through the intricacies of marketing and management in the Chinese context, as we explore a range of general marketing and management scales specifically developed for this market. We delve into nine prominent scales, including Marketing Relationship Orientation 1 and 2, Service Behavior Orientation, Service Delivery Orientation, Scale for Business Hypocrisy, Scale for Marketing Practices, Scale for Customer Relationship Management, Scale for Stakeholder Orientation, and Scale for JSLO.
This study investigates the effect of customer relationship management the performance of deposit money banks in SouthEast , Nigeria. The study specifically aimed to examine the effect of customer attraction on marketing; investigate the influence of services quality management on financial performance; assess the effect of technological innovation on task performance; determine the influence of customer retention on operational performance, establish the effect of customer satisfaction on contextual performance and ascertain the effect of customer orientation on product performance of deposit banks in SouthEast , Nigeria. Relevant conceptual theoretical and empirical literatures were reviewed. The study was anchored on Contingency Theory and Institutional Theory. Survey research design was adopted. This study was carried out in South East Nigeria. SouthEast consists of Abia State, Anambra State, Ebonyi State, Enugu State and Imo State. This study makes use of primary source data. The population of the study comprises 2633 the employees and management staff of deposit money banks in SouthEast. The statistical formula devised by Borg and Gall was employed to determine the sample size of 529. The instrument used for the study was questionnaire. Face and content validity were adopted while, test re-test and Cronbach Alpha method was carried out to achieve reliability of the instrument. Simple percentage analysis was employed to analyze the research questions and the study employed Linear multiple regression analysis to test hypotheses. The results showed that customer attraction has a significant positive effect on effect marketing performance on deposit banks in SouthEast , Nigeria. (t =16.431; p= 0.000); services quality management has a significant positive effect on financial performance of deposit banks (t =22.613; p= 0.000); technological innovation has a significant positive effect on task performance of deposit banks (t =17.959; p= 0.000); customer retention has significant positive effect on operational performance of deposit banks (t =29.023; p= 0.000); customer satisfaction has no significant positive effect on contextual performance of deposit banks (t =23.398; p= 0.000) and customer orientation has a significant positive effect product performance of deposit banks in SouthEast , Nigeria (t= 11.454 and p= 0.000). The study concluded that that customer relationship management has significant effect performance of deposit banks in SouthEast , Nigeria. The study recommended that bank management should embark on building a stronger customer attraction since it has been established that it contributes significantly to performance of deposit banks. Bank management should develop strategies to improve service quality such as meeting customers desired service levels, improving the quality services, to meet customers' needs. Organizations must not only acquire the most recent and useful technology but must also train and retrain their employees on the use of these technologies.
Organizations will have to deal with growing pressure to fix operational inadequacies in customer management while the cost of a conventional CRM setup keeps rising. Building a strong business case for the project with executive and stakeholder support; being more watchful in determining which CRM features will yield the biggest financial return; and utilizing the new system to gather customer insights that will allow for the development of more potent marketing, sales, and customer service strategies and programs.
In the modern technological age, many innovations and impacts provide more effective solutions across various sectors. Digital marketing, as an alternative approach, can address problems such as funding constraints and limited promotional reach faced by medium to low-income businesses. Social media platforms like Twitter, Instagram, websites, and Facebook are leveraged to boost brand awareness, loyalty, sales, and engagement. This study aims to investigate the marketing strategies of several lower-middle businesses that have gone digital and their implications for competitive advantage. Innovations in promotional media for SMEs are expected to alleviate budget constraints and facilitate adaptation to digital trends. Further in-depth development is anticipated in the future. With the help of search engine optimization (SEO), social media, and other digital strategies, small businesses can dramatically increase their reach from local markets to global audiences. This opportunity allows them to attract leads and sales from customers they would not have otherwise reached. The ability to connect with a larger pool of potential customers is particularly beneficial for small businesses with limited financial and resource capabilities. Digital marketing offers a cost-effective means to scale their customer base. Through online marketing, small businesses can accurately monitor metrics like website traffic, leads generated, sales conversions, and return on investment. This information is crucial for identifying the most and least effective platforms and campaigns. Resources can be shifted between channels, and strategies can be adjusted frequently to focus on what works best and eliminate ineffective spending. The results provided by digital marketing are invaluable, offering insights that prevent small businesses from making blind marketing decisions. Using data and analytics enables informed and optimal decision-making.
