Examining the effect of innovation activities on the success of customer relationship management

This study examines the impact of innovation activities on the success of Customer Relationship Management (CRM) at both theoretical and sectoral levels. The ability of businesses to establish long-term and value-based relationships with their customers is closely related to the integration of innovative approaches into management processes. The research is based on a descriptive analysis of academic publications, theses, and reports. The findings reveal that innovation contributes to CRM processes not only in technological and product dimensions but also at strategic, procedural, and cultural levels. As a result, innovative practices enhance customer satisfaction and loyalty while providing businesses with sustainable competitive advantages. The study aims to contribute theoretically to the literature and develop practical recommendations for implementation. Keywords: Customer Relationship Management, Innovation, Customer Satisfaction, Loyalty, Digital Transformation