The Evolution and Challenges of CRM Implementation in the Digital Economy: A Systematic Literature Review

This study aims to examine the evolution of Customer Relationship Management (CRM) implementation and its challenges in the digital economy over the past 15 years, focusing particularly on Small And Medium-Sized Enterprises (SMEs). A Systematic Literature Review (SLR) approach was employed, utilizing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, resulting in the analysis of 36 selected articles from an initial pool of 291. The results indicate a significant increase in CRM adoption, especially among SMEs during the COVID-19 pandemic, highlighting that CRM enhances customer loyalty, satisfaction, and operational efficiency while also fostering innovation. However, challenges such as high implementation costs, data security concerns, and a lack of technological knowledge persist. This research contributes to existing literature by providing insights into CRM adoption trends and challenges, emphasizing the need for integrated security measures and support for SMEs to maximize CRM benefits.