Topic:

Investigate the impact of Customer

Relationship Management on Firms
Performance.
Team Members
Nauman Ali (24)
Mafaz Ahmad Khan (47)
Sohaib Farooq (55)
Introduction:
The article provides an insight into how Customer
Relationship Management (CRM) is going to effect
the Performance of a Firm.
To find out the relationship between CRM and Firms
Performance, Firstly we have to improve CRM that
enhance firm performance.
Customer relationship management (CRM) is a
model for managing a companys interactions with
current and future customers..


Introduction:
For this purpose we have selected following main
variables which are:
IT Infrastructure
Human Analytics
Business Architecture
CRM
Firms Performance

Problem Statement:
What is the effect of customer relationship management
(CRM) on the performance of a Firm?
Literature Review
There are large numbers of studies conducted on this topic.
Like:
According to Stone and Woodcock (2001) the CRM is defined as a
term for methodologies, technologies, and e-commerce capabilities
used by firms to manage customer relationships.
Hobby (1999) research that CRM is a management approach that
enables organizations to recognize, attract and increase retention of
beneficial customers by managing good relationships with them.
According to Kim and Hwang (2003), CRM is a managerial effort to
manage business interactions with customers by combining
business processes and technologies that look for to understand
companys customers, in result, it keep up customer relationship
and improve firm performance.
Literature Review
Zablah, Bellenger, and Johnston (2004) research that, CRM is
proposed as an continuing process that involves the
development and leveraging of market intelligence for the
purpose of building and supporting a profit-maximizing
portfolio of customer relationships.
According to Rigby, D.K. & Ledingham (2004), The CRM
technology combines a firms marketing activities (e.g.,
segmentation, targeting, product development, sales, service,
order management, market research, and analytics) and
automates all features of a firms relationships with its
customers to focus on acquisition, retention, and profitability.
Objectives:
Our objective of the study is to investigate the impact of
CRM on firm performance.
Questionnaire
Statement
Kindly mention the effect of CRM on Firms
performance by considering following questions.
Strongly
Agree
Agree Neutral Disagree
Strongly
Disagree
Technology plays an important role in making a strong
relationship with customer?
The use of Internet is an important source for making
relationship with customer?
IT infrastructure is necessary to enhance firm
performance (Productivity and Organizational
learning)?
Human resource plays an important role for making
relationship with customer?
Your organization provides complete information to
employees about their job that is important for the
firms success?
Small size firm cannot better manage their relationship
with customer than larger firms?
CRM has positive effect on firm performance like
productivity?
A firm cannot survive without CRM?
SIGNIFICANCE
Increasing expenses on different variables related to customer
relationship management (CRM) require a study of its impact
on the firms performance so that the efforts are more
coordinated towards the overall goals of the companies.
In todays commercial world, practice of dealing with existing
customers and thriving business by getting more customers
into loop is predominant and is mere a dilemma. Installing a
CRM system can definitely improve the situation and help in
challenging the new ways of marketing and business in an
efficient manner.

Limitation
The variables taken in this study are not the only variables
that affect the firms performance.
Time constraint for given research.
Keeping in view the size of the population the sample size can
be a question for any researches.
Resources are scarce for broader scope of research.
Recommendation
The proposed research will not only be helpful in increasing
firms performance but it will also proved to be helpful for
future researchers.
Organizations should also consider other factors that are
related to firms performance rather just focusing on CRM.
Hence in the era of business every organization should be
recommended to have a full-fledged CRM system to cope up
with all the business needs.
Conclusion
Conclusion of the research will be based on the analysis of
research questionnaire findings.