THE IMPACT OF USING CRM SYSTEMS AND SOCIAL MEDIA ON SMES.

Abstract

Customer relationship management system implementation in running of the affairs for small and medium enterprises has rendered to be an effective approach in making the entities with systematic and profitable aspects in the worlds of businesses today. Also, the social media that reflects more upon a quick source or resource of a bond between a customer and the business entity. In this world of a global village technology based are much more recognized and widely encouraged. Innovations and modernization in techniques of management is nowadays best related to the impactful use of CRM and social media in small medium enterprises. This research work was carried out to find out the impact of CRM system and social media in small medium enterprises. The key purpose of the study was to understand and categorize the concept of CRM and relation with digital media, to understand and identify the social CRM concept and relation with digital media, to understand and classify the concept of CRM and get benefited from managers’ perceptions in SMEs. Also, researcher will explain the key objective to explore a number of issues related to CRM in business organization. This research, being a descriptive research, had an investigation method of deductive reasoning. The population of the work was all the SMEs. Simple and random sampling was adopted in the study. The data was gathered and analyzed through SPSS while using reliability statistics, factor analysis, regression, ANOVA analysis resulted that all the businesses used CRM and social media while making the all employees trained on implementation process. Their use by the companies made them able to remain closer the customer, explore and understand their needs to modify, improve and make track changes in their products and services for better profitability. More frequent capacity building opportunities for the employees would make them professional with effects