Customer Relationship Management (CRM) Systems: Their Impact on Sales Performance in the Retail Industry

Abstract

Increasing retail sales has grown more dependent on customer relationship management (CRM) technologies. By looking at how CRM systems help with customer interaction, sales process streamlining, and data-driven decision-making, this study investigates how CRM systems affect sales performance. By integrating quantitative analysis of sales data from different retail sectors with qualitative insights from interviews with industry experts, the research adopts a mixed-methods methodology. The results show that sales performance is much improved with a successful CRM implementation. This is because the implementation increases sales productivity, enhances customer happiness, and allows for targeted marketing tactics. User adoption, system integration, and data quality are critical success criteria for customer relationship management systems. Advice for retail managers on how to get the most out of customer relationship management systems in order to boost sales and stay ahead of the competition is provided at the conclusion of the article. Gain practical insights on how to enhance sales performance by employing customer relationship management (CRM) systems. This study adds to our knowledge of CRM's significance in the retail sector.