CHAPTER 11 : BUILDING A CUSTOMER CENTRIC ORGANIZATION - CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management (CRM) :

- provide better customer service
- make call centers more, efficient
- cross sell products more effectively
- help sales staff close deals faster

The Evolution of CRM : 

Customer Relationship Management's Explosive Growth : 

 CRM business driven

Using Analytical CRM to Enhance Decisions : 

Operational CRM - supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers.

Analytical CRM - supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.

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