tEcHNOLOGIcAL AsPEcts OF
crM
Technology is a crucial factor in the move to
CRM. It would not be possible to implement
CRM strategies without the use of the current
information and communication technologies.
In order to implement relationship strategies and
exploit their relationship technologies, companies
are deploying and integrating CRM systems with
their legacy systems, as well as integrating CRM
systems with their network channels and the Internet.
When well managed, these integrations are
reputed to constitute a successful combination of
technologies that provide the necessary resources
to make the execution of the strategies that will
situate a company in a much desired position
possible: closer to its customers (Ling & Yen,
2001). Getting closer to customers means developing
the ability to know customers’ needs and
wants in a more accurate, efficient, and effective
way, which allows the development of positive,
lasting, and learning relationships with customers,
hence improving an organization’s corporate
reputation. The results are extremely significant
and positive in terms of long-term strategies and
business leveraging.