Impact of customer management systems on business process optimization: a case study at Home Link-Or

The digital transformation of commercial processes represents a key factor in organizational competitiveness. This study analyzes the impact of a customer relationship management (CRM) system developed for the company Home Link-OR, incorporating business intelligence (BI) tools and modern technologies such as HTML, CSS, JavaScript, PHP, XAMPP, and MySQL. Through a mixed-methods approach, operational efficiency, customer perception, and internal staff experience were evaluated before and after the implementation. The results reveal a significant improvement evidenced in service efficiency, reflected in a reduction in the average service time by 65.2%, decreasing from 22.4 to 7.8 minutes. This variation represents a substantial advance in the system’s response capacity, enabling the service of a greater number of users in less time. The reduction in waiting times not only optimizes the use of available resources but also contributes to improving the perception of the service by users, which is fundamental for strengthening institutional quality and continuous improvement processes. The study concludes that the implementation of a CRM with integrated BI can operationally transform an SME, enhance its strategic capacity, and increase customer and employee satisfaction. This case demonstrates that the adoption of technologies adapted to the organizational context is key to scalability and sustainability in emerging markets.