Customer relationship management (CRM) is a technology driven practice that works to integrate customer information in an attempt to improve service quality and influence behavioral outcomes such as customer loyalty and repeat sales as well as increased customer satisfaction in general. CRM technologies can be implemented in virtually any industry and with virtually any size business -- now including small businesses. CRM software modules can also be integrated with other business processes to provide a more complete and accurate customer profile that can be used for an array of different purposes. Similar to many other uses of technology in business, the effectiveness of CRM solutions can vary significantly depending on a range of factors. This analysis will introduce CRM technologies in general, provide information about some of the main technology provides, and discuss some of the best practices that associated with its use in the modern business environment.
CRM Overview
CRM can be defined as the process of achieving and maintaining a heightened relationship with a range of different customers through different touch points and the intelligent use of data (Bohling, Bowman, LaValle, & Vikas, 2006). It can be used as an alternative to a marketing program as well as a supplement to marketing efforts and is based on using customer data to maximize the value of the relationship between the firm and its customers. The relationship that is established can add value to both business and consumer interests if used appropriately.
Some researchers have noted that there seems to be a general consensus on the importance of CRM as a strategic tool to remain competitive in the modern business world (Bohling, Bowman, LaValle, & Vikas, 2006). Many consumers now expect new levels of convenience and efficiency with any of their service requests and even that many of these process are fully automated so that a...
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