Customer relationship management and its impact on innovation: A literature review

In today's dynamic, changing market, customer relationship management supported by a powerful technological solution for business management such as Customer Relationship Management (CRM) is essential for business success. It has proven to be one of the fastest growing technological solutions due to the impact of its implementation on the return on investment. This article presents an exhaustive review of previously published findings and studies the reality of CRM in business through a qualitative, descriptive approach, reviewing the present-day literature on the impact of CRM in the modern business environment. This article reviews the 17 most recent and most relevant studies on how CRM affects the development of Business Innovation policies, focusing on the period from 2015 to 2019.