CRM is used in almost every industry. Read the section of this article on CRM objectives. Think about businesses you regularly interact with. Have they become more customer-focused over time, or are they still very product-focused? Why do you believe that?
This study contributed to the understanding of the customer relationship management in Saudi Arabia and more particularly in Saudi Arabian banking system. This work also gave the opportunity to deepen our knowledge in the field of customer relationship management and its impact on the performance of a financial institution and determining how several financial service organizations are rushing to become more customer focused today. The results of this survey point to numerous difficulties that are either not followed or clearly understood by customer service representatives. Finally, it is important to realize that while some of these issues are linked to employee and user behavior, many of them are inherent attributes of the system and existing processes. In summary, successful implementation of CRM within the banking system itself requires more effective management of functional interdependencies through process teams and revisions in the ways that employee performance is measured and rewarded. Such a radical shift in expectations and behavior towards CRM can only be achieved with the full commitment and support of the board and senior management.