The concept of customer relationship management (CRM) has received a good deal of attention from both academics and practitioners for over 20 years. CRM system has the potential to help improve the business value and competitive capabilities of organization. In this regard CRM may face with vary problem and challenges within organizations. So this study seeks to present the operational adoption issues and challenges facing the organization deploying CRM practices. There are a plethora of challenges facing organizations when adopting CRM. Since a large amount of research has examined the challenges that organizations face during implement CRM. So the purpose of this work is to look at the state of research in CRM research in order to discover challenges. The implementation of CRM systems is not an easy task, and system failure is unfortunately frequent. As a result of our research, we propose a set of strategic CRM system adoption objectives – three fundamental objectives, with a total of eight sub-objectives and three means objectives with ten sub-objectives. The conceptual model and the several propositions emerging from our findings imply a rich agenda for further research.
