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With contemporary technology, companies comprehend the need for a technological tool to direct their businesses relationships with customers. CRM system one of the modern inventions of technology that assist businesses to manage their information and to offer companies the whole view of each customer. This study used quantitative statistical methods to investigate the potential effect of the predictor CRM system on the criterion variable of customer satisfaction. The research provided a new survey instrument to assess the value-added of CRM systems in small- to medium-size companies in the United State (US) in terms of customer satisfaction. The findings of this study concluded that the utilize of CRM systems in business could improve customer satisfaction because customers become willing to purchase repeatedly, try the companies' other products or services, and eager to bring a new customer to the company. [ABSTRACT FROM AUTHOR]

In the last decade, businesses have been under pressure to find innovative ways to meet customers' expectations in an increasingly competitive market. In this vein, businesses have promoted customer relationship management (CRM) systems as a critical contributor to product innovation. This article used quantitative correlational design to examine the relationship between the use of CRM system in small to medium size companies in the United State (US) and product innovation. The data was collected from selected sample by answering SurveyMonkey's questions. IBM Statistical Package for Social and Sciences (SPSS) system, version 23 was used for tabulating and achieving a reliable result. The findings showed that the two null hypotheses were rejected stating that there is a negative correlation between the predictor and criterion variables. [ABSTRACT FROM AUTHOR]