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The document discusses customer relationship management (CRM). CRM involves systematically serving customers to ensure customer retention and profitability. It has objectives of collecting and assessing customer information, processes, technology, and people. Examples are given of companies that use personalized web pages, customer databases, call centers, and mobile CRM to develop strong customer relationships. Successful CRM requires integrating customer data and selecting the right software package. The overall goal of CRM is to manage all aspects of customer interactions and gain customer loyalty and competitive advantage.
The document discusses customer relationship management (CRM). CRM involves systematically serving customers to ensure customer retention and profitability. It has objectives of collecting a…