Revue Marocaine de Recherche en Management et Marketing (Dec 2021)

CRM AT THE HEART OF THE DIGITAL TRANSFORMATION

  • INTISSAR KARIM,
  • ABDELLATIF CHAKOR

DOI
https://doi.org/10.48376/IMIST.PRSM/remarem-v13i2.28971
Journal volume & issue
Vol. 13, no. 2
pp. 1 – 22

Abstract

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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.

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