Abstract:

In recent years, we have heard of the term CRM; however, few know the complete name and especially what it is used for. Currently, companies or organizations have to deal with the management of considerable information generated in lead acquisition, customer service, sales management as well as in customer satisfaction evaluation. This report is a systematic review of the literature and aims to help discover countries where recent studies have focused on and provide a broad perspective related to CRM applications, their classification, the criteria that demonstrate their effectiveness, main problems, and sectors where the CRM tools are being applied, resulting in context that specifies current gaps and scope of future research. In this study, we extracted 7,500,402 articles from 11 digital libraries selected by the authors, with digital sources such as Taylor & Francis Online, ProQuest, Springer, IEEE Xplore, and Science Direct standing out. After a detailed review process, only 85 publications were considered based on defined exclusion criteria.