CRM AT THE HEART OF THE DIGITAL TRANSFORMATION

The 2000s further illustrate the growing trend of the customer with the advent of the concept of one-to-one marketing: a precise offer for each customer. At the same time, the evolution of communication and information technologies suggests a reversal of roles: the consumer wants to be more...

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Autores principales:	INTISSAR KARIM, ABDELLATIF CHAKOR
Formato:	article
Lenguaje:	EN FR
Publicado:	Université Mohammed V de Rabat 2021
Materias:	crm e-crm digital transformation data digitalization of companies after-sales service customer relationship management Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5
Acceso en línea:	https://doi.org/10.48376/IMIST.PRSM/remarem-v13i2.28971 https://doaj.org/article/1b2d45f1f93e4dceb2c583949505d63b
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spelling	oai:doaj.org-article:1b2d45f1f93e4dceb2c583949505d63b2021-11-22T13:16:32ZCRM AT THE HEART OF THE DIGITAL TRANSFORMATIONhttps://doi.org/10.48376/IMIST.PRSM/remarem-v13i2.289712028-51752458-665Xhttps://doaj.org/article/1b2d45f1f93e4dceb2c583949505d63b2021-12-01T00:00:00Zhttps://revues.imist.ma/index.php/REMAREM/article/view/28971/15047https://doaj.org/toc/2028-5175https://doaj.org/toc/2458-665XThe 2000s further illustrate the growing trend of the customer with the advent of the concept of one-to-one marketing: a precise offer for each customer. At the same time, the evolution of communication and information technologies suggests a reversal of roles: the consumer wants to be more and more active, to the point of posing as a distributor and guaranteeing his own customer service in person. In order to meet customer expectations, the company is faced with the obligation to increase its knowledge ofthe customer and to multiply its customer value. Such a problem requires a specific information management infrastructure that is constantly chosen as the customer information system. This is organized around a database in which all contacts between the company and the customer are stored. Theoretically, these contacts include all communications in favor of the customer: mailings, telemarketing, reminders and all the reactions of the customer: purchases, requests for information, calls to the after-sales service. Thanks to this system, the company can take advantage of all interactions with its customers and prospects and respect their life cycle, from prospecting to loyalty, in order to identify them and discover them better. In this reflection, the present article has the primary objective of exposing the implication of the digital transformation in the optimization of the customer relationship in the sense of ensuring a regular communication with the customers through the advent of several new models namely the E-CRM through the explanation of the difference between the CRM and the E-CRM. We have tried to present CRM as a business strategy, so we have tried to discuss the place of information and information system in CRM. Through this article, we have also discussed the possible failure and success of the implementation of a CRM solution as well as its advantages and limitations.This research is qualitative in nature and was conducted through a literature review.INTISSAR KARIMABDELLATIF CHAKORUniversité Mohammed V de Rabatarticlecrme-crmdigital transformationdatadigitalization of companiesafter-sales servicecustomer relationship managementManagement. Industrial managementHD28-70Marketing. Distribution of productsHF5410-5417.5ENFRRevue Marocaine de Recherche en Management et Marketing, Vol 13, Iss 2, Pp 1-22 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	crm e-crm digital transformation data digitalization of companies after-sales service customer relationship management Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5
spellingShingle	crm e-crm digital transformation data digitalization of companies after-sales service customer relationship management Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5 INTISSAR KARIM ABDELLATIF CHAKOR CRM AT THE HEART OF THE DIGITAL TRANSFORMATION
description	The 2000s further illustrate the growing trend of the customer with the advent of the concept of one-to-one marketing: a precise offer for each customer. At the same time, the evolution of communication and information technologies suggests a reversal of roles: the consumer wants to be more and more active, to the point of posing as a distributor and guaranteeing his own customer service in person. In order to meet customer expectations, the company is faced with the obligation to increase its knowledge ofthe customer and to multiply its customer value. Such a problem requires a specific information management infrastructure that is constantly chosen as the customer information system. This is organized around a database in which all contacts between the company and the customer are stored. Theoretically, these contacts include all communications in favor of the customer: mailings, telemarketing, reminders and all the reactions of the customer: purchases, requests for information, calls to the after-sales service. Thanks to this system, the company can take advantage of all interactions with its customers and prospects and respect their life cycle, from prospecting to loyalty, in order to identify them and discover them better. In this reflection, the present article has the primary objective of exposing the implication of the digital transformation in the optimization of the customer relationship in the sense of ensuring a regular communication with the customers through the advent of several new models namely the E-CRM through the explanation of the difference between the CRM and the E-CRM. We have tried to present CRM as a business strategy, so we have tried to discuss the place of information and information system in CRM. Through this article, we have also discussed the possible failure and success of the implementation of a CRM solution as well as its advantages and limitations.This research is qualitative in nature and was conducted through a literature review.
format	article
author	INTISSAR KARIM ABDELLATIF CHAKOR
author_facet	INTISSAR KARIM ABDELLATIF CHAKOR
author_sort	INTISSAR KARIM
title	CRM AT THE HEART OF THE DIGITAL TRANSFORMATION
title_short	CRM AT THE HEART OF THE DIGITAL TRANSFORMATION
title_full	CRM AT THE HEART OF THE DIGITAL TRANSFORMATION
title_fullStr	CRM AT THE HEART OF THE DIGITAL TRANSFORMATION
title_full_unstemmed	CRM AT THE HEART OF THE DIGITAL TRANSFORMATION
title_sort	crm at the heart of the digital transformation
publisher	Université Mohammed V de Rabat
publishDate	2021
url	https://doi.org/10.48376/IMIST.PRSM/remarem-v13i2.28971 https://doaj.org/article/1b2d45f1f93e4dceb2c583949505d63b
work_keys_str_mv	AT intissarkarim crmattheheartofthedigitaltransformation AT abdellatifchakor crmattheheartofthedigitaltransformation
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CRM AT THE HEART OF THE DIGITAL TRANSFORMATION

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