Information Technology (IT) as An Improvement Tool For Customer Relationship Management (CRM)

In this paper, it has been tried to evaluate influence of information technology – as a key factor – from different aspects in order to create and manage direct relationship between organizations and their customers. A framework is presented to develop required infrastructure for effective and sustainable relationship between customer and organization. It uses modern information technology tools as input to collect useful data from customers. Then, data are collected and needed processes are done in customer relationship department of organizations. Results are improved customer relationship, sustainable competitive advantages and reduced costs of organization.