A research on the factors affecting customer relationship management practices

During last two decades, business and marketingchallenging terms, have led companies to get interested in Customer Relationship Management (CRM) which was considered as a solution for the related problems. CRM is a reletionship marketing based, customer-oriented and enterprise-wide application strateji that has been trying to solve the problems which were risen between producer and customer through out the industrial era. During the relationship between firm and customer, CRM aims to increase value of both parties and create customer satisfaction. CRM which is a cooperation of technological information and marketing strategy, has also widely benefited from sciences such as, experimental psychology, communication, sociology and etc. It is noteworthy that while CRM can help companies to stay existance and make improvements, unfortunately, there are so many companies which broke down because of wrong applications. There are a number of important factors that affected CRM and should be considered during implementation. In this study (research), it is tried to figure out a proper understanding of CRM and identify positive and negative factors which affected it. CRM policy and strategy, CRM infrastructure and the ability for using customer information have been studied, as well. In this context, a survey was conducted, data collected by questionnaires, statistically analyzed and the results were interpreted. Based on the survey results, recommendations have been given to improve CRM implementation.