Customer Relationship Management: The Key to Success in Modern Business

Resumen

In today’s dynamic business environment, marked by intense competition, rapid technological advancements, and increasing complexity in customer needs, the importance of Customer Relationship Management (CRM) as a strategic approach has become more critical than ever. This research aims to identify and explain the key success factors of CRM in modern businesses and present a conceptual framework for its effective implementation. The study follows a mixed-method (sequential exploratory) approach. Initially, a systematic review of previous studies and a content analysis of CRM-related concepts were conducted to extract primary factors. In the second phase, a questionnaire was distributed among managers and professionals in sales, marketing, and IT departments across service and manufacturing organizations. Confirmatory factor analysis was used to validate the proposed framework. The findings led to the identification of 14 key factors, categorized into two conceptual clusters: customer-centric factors (such as customer orientation, service quality, data analysis, etc.) and organization-centric factors (such as leadership, training, organizational structure, etc.). Ultimately, an integrated framework for effective CRM implementation in modern businesses is proposed. The results can significantly assist organizational managers in developing marketing strategies, improving customer loyalty, and increasing profitability.