The Impact of IT-enabled CRM Systems on Sales Performance, Customer Satisfaction, and Loyalty: A Holistic Examination in Contemporary Organizations.

IT-enabled CRM Systems.

Abstract

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.