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Implementing A.I enhanced CRM systems in B2B SMes: a framework for efficiency, personalization and customer oriented strategies

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Resumo:Small and medium-sized enterprises (SMEs) operating in business-to-business (B2B) markets frequently encounter challenges in maximizing the benefits of customer relationship management (CRM) systems. Limited financial resources, insufficient technical expertise, and organizational resistance to change are common obstacles that can undermine even well-planned initiatives. Consequently, many SMEs fail to realize the potential advantages of CRM, such as increased operational efficiency, enhanced customer engagement, and data-driven decision-making. Nevertheless, effective implementation of CRM systems can significantly contribute to sustained business success. This thesis takes a close look at what helps or hinders SMEs when it comes to using CRM, with a particular focus on resource-conscious solutions for B2B settings. The research draws from published studies as well as in-depth interviews with managers and CRM specialists, uncovering that successful implementation requires a balance of structure and flexibility. The framework developed here is built around five main stages: first, aligning CRM goals with overall business strategy; second, making sure data and infrastructure are ready; third, designing processes and getting users involved; fourth, encouraging personalized, customer-centered practices; and finally, measuring performance and making ongoing improvements. By integrating academic research with empirical insights from industry practitioners, this study provides actionable recommendations for SME leaders seeking to implement CRM effectively despite resource constraints. The proposed framework serves as a structured guide, facilitating the translation of strategic objectives into measurable outcomes. Ultimately, it is intended to enable SMEs to enhance customer relationships, improve retention rates, and achieve a sustainable competitive advantage.
Autores principais:Moreira, Lucas Gomes Sousa
Assunto:Customer relationship management (CRM) Small and medium-sized enterprises (SMEs) B2B Artificial intelligence (AI) Personalization Implementation framework
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Instituto Português de Administração de Marketing
Idioma:inglês
Origem:Instituto Português de Administração de Marketing

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