2.5. Defining Customer Relationship Management

Customer Relationship Management (CRM) is a discipline that covers all the elements needed to build successful relationships with customers. CRM includes the following elements:

  • The information needed to understand customers better

  • The process management needed to deliver efficient and appropriate experiences to customers

  • The software tools that allow us to use that knowledge

  • The training and change management elements so our people and organizations understand and are capable of delivering experiences that build stronger relationships and increase loyalty

The back office reengineering efforts (Enterprise Requirements Planning) have focused primarily on increasing efficiency and reducing costs. CRM ...

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