B2B: The Purpose Of Customer Relationship Management
Introduction: The management of customer relationships has become a top priority for many companies. In many competitive markets, businesses invest substantially in customer relationship management (CRM) implementation (Bohling, Bowman, Lavalle, Mittal, Narayandas, Ramaniet al., 2006).
“The purpose of CRM is to efficiently and effectively increase the acquisition and retention of profitable customers by selectively initiating, building and maintaining appropriate relationships with them. Advances in information technology can assist with the development of improved customer relationships”.
Problem Statement: According to the complexity of the process of marketing in B2B firms many studies talk about lack of improvement of profitability
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In this broader sense, customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. It deals with all aspects of acquiring, keeping, and growing customers.
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.
CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and
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The Research Methodology: The main purpose of the study is to improve and develop a model of implementing crm in B2B organizations. And to build a model which should be workable and easy to implement we have first know the internal and external factors that affect the implementation.
The research design:We will use a qualitative research method. We will use interviews as the way to collect Data.
Population of the study:
The population of the study will be Managers of medical equipment companies as type of B2B organizations that sell their products and services to other organizations such as hospitals, clinics , retailers and others.
Sampling and Data collection:
There are about ninety companies that are registered as medical equipment suppliers in Khartoum , so according to calculations using Raosoft sampling calculator assuming that the response will be 50% we should interviewing not less than 74 managers from different 74 medical companies.
Method of data collection
The research is a qualitative research. The method of data collection is by interviewing each of seventy four companies
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