Increasing the Performance of Business Process in Romanian Smes Through Customer Relationship

Oualid Kherbach
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Oualid Kherbach: Politehnica University of Timisoara, Romania

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Abstract: Nowadays, the necessity of continuing activities and fierce competition among the enterprises and maintaining the competitive advantage is attention to customers that due to their direct relationship with organization actions are valuable source for opportunities. Customer relationship management (CRM) has the potential for achieving success and growth for organizations and is a widely implemented strategy for managing a company’s interactions with customers and to build sustainable relationships with them. Rapid development of customer relationship management applications have seen the trend that more and more SMEs (small and medium-sized enterprises) are seeking to implement CRM in order to survive and compete with large companies. There is evidence that Customer relationship manageemnt (CRM) have become a strategic direction for many SMEs. BPM is a very important factor that has a positive impact on successful CRM implementation. The overall objective of this paper is to analyze the importance of adopting an Customer relationship management solution as a way to enhance the performance of SMEs.

Keywords: customer relationship management (CRM); competitive advantage; small and medium sized enterprises (search for similar items in EconPapers)
Date: 2016
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