The contribution of CRM in the success of Customer Experience

Abstract

The ride hailing sector is changing radically. Today, customer relationship management is becoming the nerve of this business. With the advent of new technologies and given the continuing change in customer satisfaction throw different experience, companies have switched from CRM (Customer Relationship Management) to e-CRM (electronic Customer Relationship Management) to create a success customer experience. The main purpose of this thesis is to explain the contribution of customer relationship management in the success of customer experience, because when company knows and identify the buyer persona and the customer journey through its CRM they can totally measure and manage the whole customer experience. Our thesis includes both theoretical and empirical researches in order to either accept or reject the proposed hypotheses. A number of recommendations will be offered after various analysis; this will allow the improvement of HEETCH performance, besides a number of research limitations that will explain the last findings.