Journal of Marketing Management

Investigating the Impact of Technology Based CRM on ROMI
Medjedel Elkhanssa, Medjedel Ahmed, Sakouchi Ahmed

Abstract
Competition had shifted in the last couple of decades to a focus on inventing new ways of providing value to customers. One of the consequences of this trend has been the emergence of the Customer Relationship Management (CRM) which evolved into a topic of major importance among academics and practitioners in marketing. A common issue to most new technology implementations is that of the drive to minimize costs. Among the now established examples of such minimizing costs exercise are: Sales Force Automation (SFA) and more efficient call-center management which can be easily achieved through CRM while improving quality of service in order to gain customer loyalty. In this study we are investigating the impact of call center management and sales force automation on return of marketing in Telekom Malaysia Company. Findings suggest that CRM technologies in general and SFA in particular contributed in enhancing communication between customers and sales representatives and reducing marketing costs and enhancing customer loyalty. However, sales representatives’ training is crucial in enhancing companies’ productivity and permits avoiding erroneous implementation of CRM technologies.

Full Text: PDF     DOI: 10.15640/jmm.v4n1a8