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Asian Journal of Management
Year : 2020, Volume : 11, Issue : 4
First page : ( 413) Last page : ( 418)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2020.00063.3

Role of information technology on CRM implementation in selected industries

Dr. Sakunthala Adireddy*

Associate Professor, Amity Global Business School, Hyderabad, TelanganaIndia

*Corresponding Author E-mail: drshakuntala2014@gmail.com, asakunthala@hyd.amity.edu

Online published on 11 February, 2021.


Customer Relationship Management (CRM) is an enterprise approach to understand and influence customer behavior through meaningful communication in order to improve customer acquisition, customer loyalty and customer profitability. CRM is “A business strategy to manage interactive customer relationships to optimize long-term customer value and satisfaction”. The aim of this paper is to identify and seek the opinion of the marketing and technical people in service and manufacturing organizations with regard to CRM implementation and toanalyze the role of Information Technology (IT) in CRM implementation.



CRM, ERP, IT, Front-office and Back-office.


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