CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND ITS IMPACT ON PERFORMANCE IMPROVEMENT OF COMPANIES IN IRAN TELECOMMUNICATIONS

Abstract

Today, climate of international business environment has changed and businesses are going to electronics. Role of customer relationship management is dramatic in e-commerce. Despite the significant growth of electronic commerce, internet sales is low and people tend to buy some online retailers so should done an attempt to identify factors that have an impact on online shopping and online sales. Implementation of customer relationship management projects is associated with high risk and uncertainty. It is therefore important to do proper planning before implementation; reduced risk intended to achieve the best way the benefits. Customer relationship management is vision that emphasize on collaboration between the exchanges in order to create the value. This view is effect of recent advances in information technology, by collect and organizes the data of customer in databases is and responding faster and better to their needs and demands and as result is stability of customer relationship and survival of the organization and the ultimate goal is to become these interactions to more profitable by increasing repeat purchases and decreasing customer acquisition costs. Therefore, Customer Relationship Management (CRM) and cooperation between businesses (B2B) are two main critical factors in the success of modern business.Keywords: CRM, Readiness Assessment