Innovations in Customer Relationship Management systems and their impact on business processes

Abstract

The customer relationship management systems (CRM systems) are evolving very dynamically, gaining more features and innovations that are designed to improve the process of analyzing the contained data and communication with the consumer at the end of the day.
The goal of this research is to find out what innovations in the sphere of customer relationship management systems have the most positive influence on business processes and if there are the ones that affect negatively on them.
The general way of data collection and analysis includes both primary and secondary data. The first stage of a primary data collection is a set of in-depth interviews with the owners or representatives of businesses in a format of free answers to the questions. The goal of this stage is to find some common theses and make conclusions based on them. The second stage of the research is quantitative: a set of questionnaires with the business owners in the format of evaluating the elements of using the customer relationship management systems from 1 to 5 and «YES» or «NO» answers. The results are analysed within SPSS.
During the process of conducting this research, the authors have identified the set of innovations that have the most positive effects on particular business processes and compared them with each other. The innovations have been divided by their efficiency in terms of different business processes.
The researchers suggest that many successful businesses are exploiting the most efficient innovations in their customer relationship management systems to ease the process of saving and analysing the data and communicating with the customers.
This research is going to help companies to apply only useful technologies and techniques and save time and money on the ones that are useless or harmful. It can be also useful to the companies that develop the third party customer relationship management systems by giving an understanding of the trends of this industry and the features that are worth implementing. Another benefit that is brought by this research is covering the gap in the scientific literature about the power of the efficiency of the customer relationship management innovations.

KEYWORDS: customer relationship management, CRM systems, innovations, business

Table of contents

Abstract 3
1. Introduction 4
1.1. Overview of the field 4
1.2. Goals of the CRM systems 4
1.3. Functions of the customer relationship management 5
1.4. Research questions and objectives 6
1.5. Relevance of the Research 8
2. Theoretical foundation 10
2.1. Preamble 10
2.2. Methods of the literature review 10
2.3. The history of CRM 11
2.4. Artificial intelligence in the customer relationship management systems 16
2.5. Cloud technologies in the customer relationship management systems 18
2.6. Deep personalization 20
2.7. Chat bots integration 21
2.8. Integration with the Internet of things 22
2.9. Mobile applications 23
2.10. Types of the customer relationship management systems 24
2.11. The development of the customer relationship management systems 25
2.12. Conclusion 27
3. Statement of the research questions 28
4. Methodology 33
4.1. Research Design 33
4.2. Data sources 33
4.3. Sample 34
4.4. Analysis methods 35
4.5. Anticipated results 39
5. Description of findings 40
5.1. Analysis results 40
5.2. Hypotheses testing and answering the research questions 46
6. Conclusion 49
6.1. Contribution of the results 50
6.2. Limitations 50
6.3. Future research 51
7. References 52
8. Appendixes 57
8.1. In-depth interview questions pattern (Russian) 57
8.2. Quantitative questionnaire example (Russian) 57
8.3. Usage of CRM graph 62
8.4. Ownage of external CRM graph 63
8.5. Popularity of innovations graph 64
8.6. Average score of each innovations graph 65
8.7. Average score for each parameter graph 65

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