The importance of customer relationship management in business success

Thesis Abstract

This research project aims to highlight the critical importance of customer relationship management (CRM) in driving business success and sustainable competitive advantage. The study will examine the role of CRM strategies, technologies, and customer-centric practices in building long-term relationships with customers and enhancing their lifetime value. Additionally, the research will explore the impact of CRM on customer satisfaction, retention, and advocacy, as well as its implications for organizational performance and profitability. By synthesizing insights from CRM best practices, customer experience management, and empirical studies, this project seeks to provide actionable recommendations for businesses to optimize their CRM initiatives and achieve customer-centric excellence.