Review and application of theoretical models of customer relationship management on organizational productivity

This article aims to review and apply theoretical models of customer relationship management on the organizational productivity. The purpose of this paper is to examine the concept of customer relationship management, objectives, and the customer relationship management models and systems. The method is documentary – analytical and print and electronic resources are implemented. There are also three categories of customer relationship management systems; including operational, analytical, and interactive. Among the customer relationship management goals we could point to increasing revenue, creating customer loyalty, and reducing costs and the customer relationship management, Gartner model, Wendy Close model, GL model, M.POLO model are among theoretical ones and the most important factors in productivity include competitive advantage, identifying and monitoring the measures of success and customer data.