Automation of (CRM) Information system and its impact on creativity of Product Operations Executive Performance - Study a sample of companies in: Setif, Borjbouaririj&M'sila

Abstract

This studyaimed to know the extent to which automation isapplied in the (CRM) information system of somecompanies in: Setif, Borjbouaririj and M’sila, throughtheir exploitation of (CRM) software to obtain information about customers, the studyalsoaimed to know the relationship and impact of this automation on creativeexecutive performance in productmanufacturing and delivery.The result of the studywasthat (CRM) automation isappliedwithitsprivileges in thesestudiedcompanies, and it has been proventhatthis automation isrelated to the efficiency of incorporatingcustomerpreferencesinto the manufacturing of the product, and this automation was not related to the effectiveness of integrating the proposals of thesecustomers in the delivery.