| المستخلص: |
Customer Relationship Management (CRM) is a term that includes how it works, and its attributed benefits, it is the term for a business strategy that grants the customer continuous improvement, increasing his internal operations performance, increases the economic value added EVA, satisfaction, loyalty, trust, increases cooperation commitment, continuity, and grabs additional investments throughout integrated parties. CRM is broadly recognized, widely-implemented strategy for managing and development a company’s interactions with customers and sales prospects. It involves using technology to organize, automate, and synchronize business processes, principally sales related activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new customers, nurture and retain those the company already has, entice former customers back into the fold, and reduce the costs of marketing and customer service. CRM gives the most value to customers by tightly integrating their sales, marketing and support efforts. CRM's primary objective is to provide the entire organization with a complete, 360- degree view of the customer, no matter where the information resides or where the customer touch-point occurs. CRM is a business strategy that can be applied to software that works by gathering information concerning potential and targeted customers and analyzing the information starting and/ or continuing closer relationships with customer, adding mutual benefits, giving businesses an interdependable opportunities to overcome “relationship gaps” and strengthen their competitive advantages. Using automated CRM applications to analyze customer complaints, and customize the internal processes accordingly, which will in return increase the business efficacy, mutual benefits, maintaining long term relationships, and intense the competitive advantages. Implementing CRM KPI’s improve customer service, which will subsequently improve customer satisfaction, maximize revenue upgrades the customers core competences thought the right products with the right quality, and quantity to the right people at the right place at the right time. CRM increases the customer’s efficiency of the managerial applications the entire organizational performance and its chain suppliers. RESEARCH METHODOLOGY AND LIMITATIONS The research methodology has been conducted on two folds, the first covered a detailed literature review for Business-to-Business (B2B) Customer Relationship Management (CRM), Key performance Indicators KPIs, suppliers’ managerial efficiency activities, Business-to-Business (B2B) Key Accounts Management (KAM)Key performance Indicators KPIs, and the suppliers’ performance activities. On the other fold, the results of the empirical study of the research based on a limited survey that has been distributed to 10 fast food suppliers, throughout Great Cairo, Egypt. The research was targeting 180 managers, and the received surveys are 120 respondents. It was recognized that further research is necessary to establish the exact nature of the causal linkages between proposed applications of CRM and Fast-Food Series suppliers to enhance managerial performance of business-to- business (B2B) key account management (KAM) on Fast-Food Series suppliers, in order to gain insights into practice elsewhere.
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