How is Information Integration Management Shaping up in CRM Systems? Omnichannel Conditions Vs. Enterprise Maturity

Information integration – centralization and standardization of data – is a prerequisite for omnichannel sales to work. The purpose of the article is to identify and evaluate the aspects of information integration – data collection, processing, sharing and storage in the cross-section of the organization’s time in the market – enterprise maturity.

In the theoretical part, a systematic literature review based on the Web of Science database of academic publications was done. In the practical part, a survey on the sample of 45 Polish logistics small and medium-sized enterprises (SMEs) of the transport and logistics sector (TLS), that use customer relationship management (CRM) systems in their business activities, was conducted.

The Web of Science database, as part of integration information (112,569 articles in total), features only several publications that address the subject of CRM systems for SMEs. The results of the research were aggregated to two analytical criteria: the size of the company and the maturity of the company. Leading the trends in the use of CRM systems are medium-sized companies, characterised by higher revenues but also by relatively low business maturity – companies with up to 7 years in business have the highest degree of technical readiness.

The result of the research is to identify mutual correlations between business needs of companies and the size of the company and its time on the market. This division, especially in the SME sector, is crucial due to the fact that about 35% of microenterprises fail before one year of operation.