Review of existing research on customer relationship management and customer satisfaction surveys and suggestions for future research

This study highlights the importance of customer relationship management (CRM) and the role of customer satisfaction surveys.In order to achieve customer satisfaction, you must first understand customers, and customer satisfaction surveys (CSI, etc.) are used as a key tool for this.The study considers technological advancements and changes in CRM strategies and emphasizes customer-centric business strategies through the integration of operational CRM, analytical CRM, and collaborative CRM.It also emphasizes the importance of systematic management and analysis of customer data, multi-channel access, personalized service provision, enhanced customer participation, and use of technology, suggesting that companies can achieve long-term success when these factors work harmoniously.In this study, the content of the literature survey related to CRM and customer satisfaction surveys was described, and the conclusion included content that controls the direction of future research.