Analysis of Digital Communication as a Tool for Customer Relationship Management (CRM) in Pakistan during Covid-19

This study analyses the role and effectiveness of digital media in strengthening the Customer Relationship Management (CRM) during the coronavirus pandemic based on the fraction of selection, uses and gratification theory, and media ecology theory. This study also investigates the current practical implications and practices of digital communication for CRM by gathering information from the CRM professionals through survey research. The drawbacks, barriers and limitations in the practice are also inquired while the impact of digital communication as a tool for CRM is also inquired by gathering feedback from the customers. Data analysis has proven that digital communication has a significant impact on Customer Relationship Management (CRM) efficiency however, there is still a major ground for improvement. It is identified that companies and professionals are experimenting with several practices due to which customers also feel agitated. The study suggests that digital communication is only going to be strengthened and more widely relied upon for CRM in near future by both professionals and customers. Therefore, companies should give more importance to their better execution by having skilled CRM analysts and professionals. This research can help the companies trace down the most and least rewarding digital media, encounter the limitations and come up with CRM strategies that solve the customer’s reservations. Finally, it also discusses the future trends in digital communication for CRM predicted by the professionals.