Analyze and investigation on SMEs in Piedmont Region which use CRM processes and marketing automation, their benefits and effectiveness before and after implementation of CRM and impacts on customers.

Successful long-term customer relation will most likely result in improved customer loyalty manifested in regular and repeated profitable business for the company. Customer Relationship Management (CRM) is rapidly emerging as a key element that performs a major role in realizing corporate strategy of many organizations, large and small. CRM may also be described as “relationship marketing” or “customer management” where it has been connected with all activities connected with the creation, development and enhancement of individualized customer relationships. Management of customer relationship aims at establishing new relationships and developing them to best serve the interest of the company and shareholders through profitability, and the interest of customer through value added. To achieve success, businesses need to have the appropriate measurement systems and marketing metrics in place to ensure their effectiveness in terms of their use of customer focused resources. In considering how CRM should be implemented, information technology has a pivotal role to play in enabling Medium sized companies, in particular, to maximize profitability through more precise targeting of market segments. SMEs should be competent since they are seen as the fundamental part of the economy of developing countries. There are some ways to becoming competent which could be seen as resources to use more successful CRM systems by SMEs. In this research, we have divided these factors to three categories which are Organizational Factors, Strategic Factors and Technical Factors. Besides of organizational resources, technology can greatly assist in managing data required to understand customers so that appropriate CRM strategies can be adopted, and further strengthen medium sized companies’ competitive position, and at the same time, the use of IT can transform basic raw data into useful metrics aiding in company’s effort when determining the economic parameters of customer acquisition, retention and life-time value.