The Study of Customer Relationship Management (CRM) Systems and Their Impact on Organizational Performance

Customer Relationship Management (CRM) systems are among the essential tools for organizations aiming to improve organizational performance, maintain competitiveness in business environments, identify critical success factors, and adapt to today’s dynamic conditions. CRM systems are designed to simplify and manage interactions with current and potential customers by providing information about customer behavior, enabling organizations to tailor their products and services according to market needs. Customer loyalty is an important driver for long-term business success. Maintaining loyalty in a competitive market, where customers have multiple options, has become increasingly challenging. To achieve their goals, organizations consider strategies such as personalized marketing, loyalty programs, and Customer Relationship Management (CRM) systems. As competition to attract customers intensifies, CRM is recognized as a key factor for operational efficiency, customer satisfaction, marketing effectiveness, sales efficiency, and customer retention, ultimately leading to commercial success in organizations and enterprises. Achieving these goals requires investment in employee training and engagement, initiative leadership, change management, and leveraging technology to enhance CRM capabilities and emerging technologies.