The Value of CRM in Digital Transformation in an Organization

Nowadays, a big number of businesses strive to improve and optimize organizational processes by following conventional schemes. However, in the modern world, companies are required to step outside their comfort zones and rethink the way they function in order to achieve success. Benefits can be reached by adapting to the major trends of the digital transformation and implement necessary tools offered by the technological developments. Organizations are in search for the best device to maintain prosperous business transactions, and customer relationship management (CRM) is one of them. Many companies still do not realize the importance of CRM and why it should be implemented to win in the process of digital transformation. The main objective of the research is to explain why organizations have to quickly activate their resources and target them for CRM implementation. Without CRM, the firms are likely to be defeated in the path of digital transformation. The concepts of the digital transformation and CRM are presented in the theoretical part. The value of CRM in the digital transformation of the organization is presented both in empirical and theoretical chapters of the research. The answers to the main question, why is it important to apply CRM in the organization, are presented in the conclusion chapter of the research which are divided into four sub-questions. The responses were developed by thoroughly and attentively analyzing gathered data. The research was conducted by retrieving data from the secondary and primary sources, with primary data obtained from the interviews. Secondary data was gathered from written and electronic sources such as books, online articles, and websites. The conducting method of the research is qualitative