Customer Relationship Management
Customer relationship management (CRM) is a term applied to processes implemented by a company to handle its contact with its customers. CRM software is used to support these processes, storing information on current and prospective customers. Information in the system can be accessed and entered by employees in different departments, such as sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. Details on any customer contacts can also be stored in the system. The rationale behind this approach is to improve services provided directly to customers and to use the information in the system for targeted marketing and sales purposes.
While the term is generally used to refer to a software-based approach to handling customer relationships, most CRM software vendors stress that a successful CRM strategy requires a holistic approach. CRM initiatives often fail because implementation was limited to software installation without providing the appropriate motivations for employees to learn, provide input, and take full advantage of the information systems
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Resources
Insight
CRM Software Key to Customer Loyalty
In Brief:
Asisgnment desk editor Stefania Viscusi discusses how CRM software can develop business loyalty by providing personalized service.
Buying CRM and accounts packages made easier with DMC Software Solution's new buyers' guides
In Brief:
The CRM Buyers’ Guide from DMC Software Solutions provides the reader with all relevant information about CRM including a comprehensive explanation of CRM and a guide to choosing the best CRM software for their business.
Georgia tourism gets a CRM boost
In Brief:
The Georgia Department of Economic Development (GDEcD) has equipped its tourism Web site with OpenTravel CRM. OpenTravel, designed specifically for the travel industry, offers visitor profile, contact management, automated brochure fulfillment, workflow automation and marketing capabilities. The GDEcD will use the system largely to enhance its brochure fulfillment, with the goal of trimming two to three days off of the fulfillment process.
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Research
ABC: An Introduction to CRM
CRM PRoject
Advancement of Customer Relationship Management Practicies
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Resources
Institute of CRM
SAP CRM Institute
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