Customer Relationship Management (CRM)
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Description
A customer relationship management system is a suite of applications, a database, and a set of inherent processes for managing all the interactions with the customer, from lead generation to customer service.
It is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
Managing detailed information about individual customers and carefully managing customer 'touch points' in order to maximize customer loyalty.
Concept Prerequisite
Wikipedia Reference
http://en.wikipedia.org/wiki/Customer relationship management
Learning Material
Covered in Topic(s)
| Managing Marketing Information to Gain Customer Insights |
| Marketing: Creating and Capturing Customer Value |
| Organizations and Information Systems |