Article

Understanding customer relationship management (CRM)

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Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company’s customers. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. CRM has evolved from advances in information technology and organizational changes in customer-centric processes. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

ATC MG POP u

Penerbit

USA : Emerald., 2003

Deskripsi Fisik

17 p.

Bahasa

English

ISBN/ISSN

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Klasifikasi

MG

Tipe Isi

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Tipe Media

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Tipe Pembawa

online resource

Edisi

Vol. 9 No. 5, 2003

Subjek

Business process re-engineering
Customer relations
Relationship marketing

Info Detail Spesifik

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Pernyataan Tanggungjawab

Karen Popovich

Versi lain/terkait

Lampiran Berkas

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