Effects of Agile Customer Relation Management System on Business

Performance and Entrepreneurship

STAVROS KALOGIANNIDIS

Department of Business Administration,

University of Western Macedonia, GREECE

ORCiD: https://orcid.org/0000-0002-2337-5775

FOTIOS CHATZITHEODORIDIS

Department of Regional and Cross Border Development,

University of Western Macedonia, Kozani, GREECE

Abstract:- Agile CRM, with its automated features and simplified user interface, is an excellent alternative for

businesses aiming to reduce operational expenses while simultaneously improving overall performance and

efficiency of their operations. The purpose of this article is to explore the very particular ways in which the

usage of agile CRM might impact the performance of a commercial firm. The article finds that the use of agile

CRM helps businesses become more motivated, efficient, and determined in their approach to customer

management, and that long-term connections with customers are established as a result of the usage of such a

system. The article presents a short overview of the literature on the topic, CRM in general, and agile CRM in

particular, following which the methodology of the study and the findings of the study are discussed in two

different chapters. The document concludes with a discussion of the future directions of research. Following the

conclusion of the paper, a number of important and realistic advice are provided on how business organizations

may utilize agile CRM to improve the performance of their enterprises by leaps and bounds.

Key-words:- CRM system, Customer Relation Management, System Business Organization.

Received: April 19, 2021. Revised: March 15, 2022. Accepted: April 17, 2022. Published: May 19, 2022.

1 Introduction

Customer relationship management is given vital

importance by business organizations, especially by

small and medium scale enterprises that are largely

dependent on client patronage in order, to survive

and grow [1]. There are effective strategies and

solutions which have been developed over the

years, by business organizations in order, to be able

to understand and cater to customers better and to

provide them with the services that they require,

which are of quality, and which are designed to

ensure that they keep coming back, to avail such

services again [4]. While there are many attempts

that have been made to understand how a customer

relationship management system can be built to add

to the convenience of customers, several of these

options, as conceived, have turned out to have

multiple defects [7]. The emergence of agile CRM

is just another attempt made to understand, how the

varied queries and concerns of customers can be

resolved within a quick time frame, while ensuring

quality services in the process [8]. This paper

investigates the specific impact which is exercised

by agile CRM on the performance of business

organizations. The paper discusses a brief review of

literature on the subject, of CRM in general, and

agile CRM, after which the methods of the study

and the results of the same are talked about, in two

separate chapters. The paper concludes by

providing a number, of relevant and pragmatic

recommendations on how business organizations

can use agile CRM in order, to enhance the

performance of their businesses by leaps and

bounds. The goal of the paper lies in showcasing

the value and the significance that is connected to

the use of agile CRM on the part of business

organizations, in order, for businesses to be able to

bring about an improvement in terms of efficiency

in their work processes, overall.

1.1 Statement of the Problem

There is a lot of business literature that have delved

into a deep analysis on the purpose and the

significance of CRM and why it is that business

organizations are increasingly taking recourse to

the use of CRM in order, to be able to deal with and

cater to their customers better [10]. However, there

is not much in terms of literature that one can

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access on the role that specifically agile CRM can

play in enhancing the operations and the

performance overall, of a business. Hence it is the

objective of this research paper to engage in a

detailed analysis based on the study of literary

sources, to understand how agile CRM can impact

the performance of a business organization.

1.2 Research Aims and Objectives

The following are the most important objectives

that are associated with this study –

 To determine the importance of agile CRM

for a business organization

 To arrive at an understanding of how agile

CRM can be useful for the performance of

a business organization

 To determine how agile CRM when

implemented, has an impact on business

performance

1.3 Research Questions

The following are the main research questions

which are to be addressed by this study –

RQ 1 – What is the importance of agile CRM for a

business enterprise?

RQ 2 – How can agile CRM be useful for the

performance of a business organization?

RQ 3 – How can agile CRM when implemented,

have an impact on business performance?

2 Literature Review

2.1 Customer Relationship Management – A

Conceptual Overview

Customer relationship management maybe

understood as a specific type of technology which

is made use of by a business organization in order,

to be able to understand and manage all the daily

engagements and interactions that it undertakes

with its customers [9]. The main goal that is

associated with CRM is to bring about efficiency in

the way in which the business works. With the help

of CRM systems, companies are able, to remain

connected to their customers as well as with their

potential customers [8]. The various processes of

the business are streamlined with the help of CRM

and profitability is improved by a considerable

degree, in the process. The CRM system plays an

important role in getting a company to establish a

relationship with its customers that is long lasting

in value, and which keeps customers coming back

to the business while recommending the services

and products of the same to the people that they

know [7]. The loyalty of the customers towards the

business and its services is also something that is

established with the help of a CRM system, largely

because of the little time that is taken for customer

service rendition using such a system [6]. While

there is a considerable degree of investment that a

company has, to undertake in order, to be able to

setup a CRM system in the first place, the results of

doing so turn out to be quite fruitful for a business

enterprise, as it helps the enterprise to maintain and

retain customer relationships [5].

2.2 Understanding the Benefits of using

CRM

One of the most important benefits that are

associated with CRM use by business organizations

is the fact that, CRM makes it possible for a

business to experience increased revenue growth.

A company which uses CRM will be able to ensure

that orders are delivered to perfection, and in a

timely way, so that the clients receive the service or

the product on time and do not have to experience

any delay while doing so [4]. The CRM process is

one that is automated, which means that the whole

mechanism of making services and products

available to customers and receiving their feedback

in turn, for the same, functions like clockwork [2].

The efficiency in service rendition, which is

brought about upon the use of CRM, allows

businesses to take on more order requests than

usual, and in the end, the revenue received by the

company, is seen to go up by leaps and bounds [1].

Marketing optimization is an important goal

that is attained through CRM use. CRM makes it

possible for a business organization to promote its

products far more readily to customers and

understanding their needs and requirements about

the services that they book for, becomes easier to

do as well when there is a CRM system that is in

place [12]. Marketing optimization is undertaken

in the best possible way upon using CRM, as the

exact need of the customer is identified and

assessed using CRM, and products are

manufactured and sold in accordance with the

specific needs that customers have pertaining to

such products and their use [13] To gauge an

understanding of the target audience and to provide

them with a set of services and products which adds

efficiency and comfort to their daily lives, is

something that is done easily with the help of

CRM, and which is why more and more business

organizations are taking recourse to the use of the

same, in order, to improve their business

performance [14]. CRM not only helps the business

in acquiring a firm understanding of its customer

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base, but it is also able to sell its products better

through the acquisition of such an understanding

[14].

Improved customer satisfaction is one of the

most desirable outcomes that is connected to the

use of CRM. It is with the help of a CRM system in

place, that a business is able, to note down the

specific requests that are made by customers when

booking a service or when placing an order, so that

the same maybe followed when providing the

customers with the service [15]. CRM helps the

business to understand whether customers are truly

satisfied with what they have been sold or not, or

whether there is any negative feedback that is

associated with product quality and sales services

[15]. The knowledge of this in turn, makes it

possible for a business organization to understand

the various areas that it needs to work on, in order,

to ensure that customers are not dismayed or

discontent with the services being offered and so

that they are given the impetus that is needed to

make repeated purchases from the same business

[16]. Hence the CRM by virtue, of the fact that it

helps a business to evaluate its own services, leads

to improved customer satisfaction in the bargain, as

the business gains every understanding of what it

needs to do to cater best, to the requirements of its

customers [17].

Collaboration as well as coordination as and

how it is seen to take place within the four walls of

a business organization is something that is greatly

improved, with the help of CRM. The different

departments of a business organization are able, to

coordinate and work better with one another

because of the automation features that come with

the use of CRM [18]. Each department or division

of the enterprise has a thorough understanding of

all that it needs to do, in order, to deliver products,

work on defects and how and when to get in touch

with the concerned department should an issue or

concern arise. Hence the team, on, the whole,

within a business organization is able, to function

much better with the help of CRM [18]. The team

members are able, to collaborate and coordinate

with one another in a more efficient way, are able,

to stay up to date with the requests that are being

made by customers, and in the bargain, they are

able, to render a more efficient job, of offering

customer services that are of the highest quality,

and which are guaranteed to ensure, the satisfaction

of customers [19].

A better understanding of data analytics and

data insights can be gathered with the help of the

CRM system that business organizations make use

of. The business is able, to understand with the help

of improved analytics, how well it is that the

customers of the business are responding to its

services and products, whether they are visiting the

website of the business often, or the social media

pages of the same, and which in turn makes it

possible for businesses to understand what more it

is that they need to do in terms of marketing and

promotion and in terms of service rendition, in

order, to be able to handle and cater to their

customers better [19]. The data analytics made

viewable through the implementation of a CRM

system, are quite advanced, and give businesses the

succinct understanding of customer behavior and

responses which they are in need, of, to improve

upon their products and services and ensure

increased revenue growth, in the bargain [20]. Such

insights are usually generated on a daily and on a

weekly business for the benefit of business

organizations, helping businesses to stay up to date

with tracking customer behavior and responses

[20].

2.3 Assessing the Gaps in the Review of

Literature

The literature which has been discussed above,

points to the essential benefits that can be

experienced by a business organization when it puts

a CRM system in place in order, to be able to

manage customer relationships. A conceptual

understanding is demonstrated of what it is that

CRM entails, after which a discussion ensues on

the main advantages that can be experienced on the

part of a business organization when it starts

running a CRM system to cater to customer needs

and desires. There is not much mention that one

can find in the literature review on the innovative

nature of the CRM system that is being used by

businesses today, and the specific innovation that is

associated with agile CRM, as introduced, and used

by many business organizations around the world.

The purpose of this research paper is to discover

more innovative ways of handling customer needs

and relationships, and which is why the role of

agile CRM on business performance is going to be

investigated in this paper. The gaps in the literature

above, shall be addressed by engaging in secondary

research of quite an in-depth nature, to know how it

is that agile CRM is implemented and used by

business organizations, the benefits associated with

the same, and the vital role that such a system can

have on, the efficiency and the overall performance

of the business organization, driving its growth and

progress, in turn.

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3 Methodological Approach

3.1 Research Philosophy

The research philosophical framework exerts a

crucial influence on study outcomes, and which is

why academics must pay due consideration to the

same when embarking on a small or large-scale

research venture [22]. The positivist paradigm, the

realist research paradigm and the paradigm known

as interpretivism are three types of philosophical

frameworks which researchers often use the most,

for the various studies that they undertake [22]. The

current paper has utilized the positivist paradigm to

acquire a rigorous account of agile CRM and its

impact on business performance, on the basis, of

detailed factual analysis.

3.2 Research Design

Strategies which are utilized for gathering and

interpreting data and for engaging in an assessment

of the same, maybe understood as research design

[5]. The descriptive research design, the

explanatory research design as well as the

exploratory design are three important techniques

that researchers generally utilize when carrying out

an academic project [5]. This paper has utilized the

descriptive design in order, to provide an in-depth

analysis of how it is that agile CRM when

implemented, can prove to be beneficial for the

performance of a business organization.

3.3 Data Collection and Data Analysis

The data collection approach for this paper, was

implemented by consulting a wide range of relevant

literary sources on the subject, of agile CRM.

Specifically, platforms like Pro-Quest, Elsevier,

ScienceDirect and Google Scholar were used to

locate and download relevant information on the

subject matter [5]. Articles as published in refereed

journals, chapters published in edited volumes and

books on the topic of agile CRM are examples of

the some of the secondary literary sources which

have been referred to, in order, to be able to write

this research paper. The analysis of the information

that was collected from the study of these

secondary resources, was undertaken using the

technique of content analysis, which is known also

as textual analysis [5].

Ethical Considerations

There were some important ethical factors that

were taken into consideration while writing this

research paper, and which happen to be as follows

–

 The literary sources which have been

consulted in order, to write down the key

arguments of the paper have been cited,

and it is the Harvard referencing style

which has been used, to this end [22]

 There is no bias or opinion expressed in the

arguments made in this paper [22]

 There is special care that was taken

concerning the protection of data used to

write the paper. All important information

as derived from secondary sources were

kept stored in Cloud storage and in a

separate USB device, where the data

continues to remain. Once this paper has

been approved for publication, the data will

be removed from the concerned devices,

permanently [5].

3.4 Research Limitations

Due to paucity of time and resources, the study

undertaken for this paper is based on secondary

sources alone, and which in turn is one of the most

limiting features of this study. With more resources

and time at hand, rigorous primary research could

have been undertaken for the same work, and

which would have given it a more in-depth

dimension than what it is currently characterized

by. As such, primary research that entailed the use

of survey questionnaires and interviews, statistical

analysis and thematic analysis using a mixed

methods approach could have been taken up, had

there more time and resources with which to

undertake this study.

4 Results

4.1 What is Agile CRM?

Agile customer relationship management (CRM) is

a systematic technique that is used in order to better

manage customer relationships and to ensure that

the sort of communication that a company engages

in with its consumers is open-ended in nature. It is

well known that organizations operating across a

broad variety of sectors make use of a wide range

of software solutions in order to collect, utilize, and

analyze customer data [11], [24]. It is the goal of

Agile CRM to improve the effectiveness of a

business organization's operations by simplifying

the business processes of businesses, particularly

those procedures that are connected to customer

service and customer management. This allows

them to obtain a better knowledge of their clients'

backgrounds, while also gauging the expectations

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that such consumers have of the company in the

course of doing business. Managing client data and

the process of identifying and locating potential

clients for a company, in addition to the

fundamentals involved with planning and managing

client campaigns, are some of the tasks that may be

handled with the assistance of an agile CRM

system [11], [26] . The major innovation of the

agile CRM system is its capacity to simplify

processes, and in the process of doing so, the

amount of time required to complete various tasks

inside the organization is significantly reduced[23].

Because of this, when a company has an agile

CRM system in place, it is able to save both money

and time, and as an added bonus, the general

efficiency and performance of the firm is

significantly improved [14] [27]. More on this will

be explored in further detail in the section

following.

4.2 Agile CRM System and Business

Performance

Streamlining customer data and dealing with

reports pertaining to marketing and sales is

easier for a business to engage in, when it has an

agile CRM system in place. There is a gamification

option that is also present in this software, which is

designed to improve the efficiency of the

employees that are using such a system to perform

their daily duties, in the first place [15], [25].

Employees are able, to organize and conduct their

duties with a lot of care and efficiency with each,

and every, task which they are assigned to perform

being laid out before them. The agile CRM makes

it possible for the employees of an organization to

work with a lot of precision, and employees are in a

position, to check and re-check the tasks that they

are assigned to do, when they have such a system in

place before them. The work of the employee is

considerably optimized with the help of agile CRM

[15]. The employee is able, to view and perform

tasks with ease and in the event of any query is

able, to get in touch with the customer easily, so

that the work done for the customer meets

standards pertaining to quality [16], [28] Hence the

matter of employee optimization as facilitated with

the help of agile CRM, over and above the fact that

it streamlines the work of the business is one of the

many ways in which such a system is seen to

enhance the performance of a business organization

[16].

A significant manner, in which agile CRM is

able, to enhance the performance of a business

organization is because there are numerous

automated features that come with the use of this

system [17]. Marketing activities are readily

automated with the help of this CRM, which makes

it easy for the employees of the business to find out

if orders are being delivered on time, if there are

tickets that are being raised with respect to the

orders that are being delivered, and whether there

are any grievances that are being reported by

customers and which are in need, of immediate

redressal. This is a CRM system that can also be

integrated quite easily with apps, such as Facebook

and Skype [17]. This makes it possible for the

officials of a business organization to understand

what customers of the enterprise are saying about

the company on its social media pages, the type of

feedback that is being generated about the services

of the business on such platforms, and whether the

marketing strategies of the business as

implemented on social media are being well

received by the target audience, or whether there

are improvements that need to be introduced in this

specific context [18], [30]. Hence the automated

dimension of agile CRM makes it one of the most

coveted platforms by business organizations that

are looking to cut down on their operating costs and

which are looking for ways and means by which it

can better service its clientele using innovative

tools and processes [19].

The cost-effective nature of agile CRM has,

to be taken, into account, when analyzing how it is

that such a system can have an impact on the

performance of a business overall. The many

operations of a business can be performed on one

single platform when agile CRM is in place [20].

Hence a lot of the operating costs which would

otherwise have arisen for the business are cut

down, and in the bargain, the business is able, to

save money and allocate a lot of its resources

towards the pursuit of activities that will generate

profit, and which will lead to the expansion of the

business organization, overall [21]. The fact that

there are limited expenses to incur with the help of

an agile CRM system in place is one of the many

reasons why business organization around the

world are making use of the same, especially small,

and medium scale business enterprises that operate

on limited resources [21]. The onboarding system

is also quite fast which is why there is a reduced

time frame in which a company can conduct its

onboarding activities when using agile CRM, and

there is a free version of this software which is

available for use for companies as well [21], [29].

This means that companies can opt for the use of

the trial version first, to see whether agile CRM

works for their enterprise, or whether they need to

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opt for a CRM system which is more streamlined

than what agile CRM is known to be [20].

Improved data management, as well as

improved productivity are some of the immediate

ways in which agile CRM can boost the

performance of a business, but the fact that it

allows for long lasting relationships to be

established with customers is possibly the most

relevant way in which it helps a business to

perform [18]. There is not much that can be

achieved on the part of a business organization

unless it has a proper customer base to fall back on.

The purpose of using the agile CRM is to make

sure that there are long term relationships which are

created with the customers of the organization, that

is, relationships which are harmonious and positive

in nature, which are reeking of customer wellbeing,

and which provide customers the inclination to

come back and purchase the services and products

of the business again in the future, be it in the near

future or in the distant future [18], [31]. Using the

agile CRM, it is possible for the employees of the

business to stay up to date with the type of requests

which are made by customers and responding to

these requests in a quick and easy manner is

something that becomes easier to do through, the

use of such a system as well [18]. The profiles of

customers can be better sorted out through, the use

of the agile CRM system, and by looking at and

examining such profiles, employees are able to

understand the specific needs of every customer

and cater to them accordingly [19].

The agile CRM system is known to help in

business performance because the time taken to

perform tasks is greatly reduced and the time taken

to respond to customer queries is reduced as well.

Customers do not have to keep waiting endlessly

once they have raised a ticket, to get the query

resolved when the agile system of CRM is in place

[20]. Once the query has been registered by a

customer it gets escalated to the concerned

authorities immediately, and it is possible for the

business to find out what exactly it is that is

causing the customer grievance and what ought to

be done, about the same [14]. Agile CRM thus

ensures that there is no extended waiting period for

customers for getting tickets addressed and

resolved, and the level of customer satisfaction as

offered by the business for its clients, is something

that is greatly improved upon, and which has a

bearing on the overall performance of the business

[8].

To summarize, the use of agile CRM is quite

beneficial for a business organization because it

streamlines the operations of the business

enterprise and makes it possible for an enterprise to

go about its varied activities in an organized,

systematic way [11]. With the help of agile CRM, it

is possible for a business organization to keep its

customers happy, and to make sure that every need

of every customer is met in a timely way, while

ensuring at the same time, that the marketing

activities of the enterprise, have their desired

outreach [8] ,[32].

5 Conclusion

In conclusion, it can be stated, that agile CRM is

one of the most innovative systems that have been

conceived of late, to design the efficiency and the

performance of a business organization. It is a

system which enables business organizations to

streamline operations and to engage in marketing

activities and implement promotional strategies

using automated features, that allow goals and

objectives to be achieved on time. Agile CRM is a

system that is thus preferred for use by business

organizations, given that, it is cost-effective in

nature too, and all the different activities of the

business can be performed under a single platform.

Agile CRM is fully automated and the employees

using this system can do so, to follow up with all

the marketing and the promotional activities of the

business while ensuring that their daily tasks and

duties are performed in a timely manner. Agile

CRM is thus beneficial for the performance of a

business organization in the sense that it makes it

possible for a business to go about its activities in a

more efficient way. It also enables the business to

establish long term relationships with its customers

and which ultimately create the basis that is

necessary for the enterprise to expand. The happy

and satisfied customers of the business are likely to

endorse the services of the enterprise in the future

as well, and which is again one of the main reasons

why agile CRM can be considered as being a

system that helps the performance of an enterprise.

6 Recommendations

The following recommendations ought to be taken

into consideration by organizations, that are

looking to engage in the use of agile CRM, in

order, to achieve the goals of the business and

boost the performance of the business by a

considerable degree.

 To begin with, there is an effort that needs

to be made by business organizations to

make sure that the agile CRM system

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which is being used is one that is up to

date, and the software is not one that is in

need, of upgradation, all, of the time [7]

 Business organizations need to make sure

that their employees are well trained in the

use of agile CRM, so that they are able, to

engage in the best use of the same. For this

purpose, there is rigorous training that

needs to be given to the employees of the

firm in the use of agile CRM [17].

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