The factors influencing the customer relationship management

Abstract

This study allows us to identify the most important factors that the Algerian companies should invest in CRM projects in order to achieve their goals, and how could they gain time and money by stressing their efforts on the crucial points. The understanding of how to manage customer relationships effectively has become an important topic in recent years. The companies admitted that customers have different economic values. Subsequently they are adapting their customers’ offerings and communication strategies accordingly. As the result, they are moving away from product- or brand-centric marketing toward a customer-centric approach.