The use of Customer Relationship Management as a strategy to improve organizational innovation capability

Abstract

The Customer Relationship Management (CRM) is an important organizational initiative to improve innovation capability of companies. This is possible because CRM provides companies with information about their customers and it still allows them to actively participate in the internal processes of the company that aims at the development of innovations. The purpose of this paper is to identify how the use of CRM can influence the innovation capability of the company. This study has a qualitative approach using systematic review of the literature as a method, performed in the Web of Science and Scopus databases. After analyzing the selected articles, it was identified that the use of CRM can provide the company with a greater capability to innovate in five different aspects: product innovation, service innovation, marketing innovation, process innovation and administrative innovations. As contributions, this article points out study opportunities about the benefits of using CRM in relation to the innovation capability that companies can achieve. The managerial implications are consolidated by providing a better vision for companies of the innovative potential that they have in choosing this organizational initiative called CRM.