A Comparative Study of Customer Relationship Management Systems in the Market of Iran

Customer Relationship Management (CRM) has become the main interest of researchers in the domains of marketing and information systems (IS). Contemporary information and communication technologies (ICT) have helped the development of CRM greatly. Various CRM systems have been developed to support the processes in the areas of marketing, sales and services. However, not all CRM softwares are suitable for every company. This paper aims to shed light on the use of information technology (IT) in CRM and the available CRM solutions to Iranian companies. First, the paper provides an overview of the use and benefits of IT in CRM systems. Then some of the most popular and currently available CRM systems are selected, reviewed and compared. Finally, according to the results, some of the barriers of CRM implementation are discussed.The results of this paper can help companies improve their knowledge about CRM and CRM implementation. By the information provided in this research, companies can choose a suitable CRM solution according to their company’s business and functions.

کلیدواژه ها:

Customer relationship management ، Information technology