The different perspective of Managerial and Operational Level toward Customer Relationship Management (CRM) Practice in Thailand

Abstract

Nowadays, Customer Relationship Management (CRM) has become the important part of business due to the benefit of analyze sale opportunities, campaigns management, personalization to each individual customer, cross­selling and up­selling. It also supports the organization to increase in the level of customer relationships, customer satisfaction, efficiency, effectiveness of its internal processes and higher revenue. Through these advantages a lot of organizations try to invest and put their effort in CRM practice. Unfortunately, many research evidence shows that most of the companies fail to make their CRM effort to pay off. Thus success CRM is required co­operate from the management top down in the CRM installed companies but there is no commonly agreed framework for the effective CRM’s implementation and CRM’s influential factors toward the managerial and operational perspective. Therefore this study will fulfill the gap and highlight the different influential factors. The finding has shown that each part of the organization has to take care for their role and responsibility in order to success in CRM practice.