Customer Relationship Management: Digital Transformation and Sustainable Business Model Innovation
Authors:-Budankayala Dharani, Enti Harshni Rao, Chanchal Agrawal, Dr. Siddharth Choubey
Abstract-:This paper proposes a research model to analyze how Customer Relationship Management (CRM) enhances small and medium enterprises (SMEs) through customer knowledge management (CKM) and innovation. CRM is explored as both a technological tool and strategic philosophy, contributing to sustainable business model innovation across economic, environmental, and social dimensions. By integrating CRM’s sales, marketing, and service components, the study identifies CRM as a dual driver of exploitation and exploration strategies. The proposed model addresses gaps in linking CRM with sustainability, offering hypotheses to evaluate CRM’s role as a green IT solution promoting digital transformation and long-term business sustainability.
