Transcription of Customer Relationship Management (CRM) System
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Customer Relationship Management (CRM) System
67 Chapter 2 Customer Relationship Management (CRM) SystemWhat is a Customer Relationship Management (CRM) System ? Not only is there little agreement on what it really stands for, there is even less agreement on what constitutes a CRM System , how it should be used, the potential of profitability gain, the impact on Customer loyalty, the costs involved, the personnel needed, and the training needed for the CRM personnel. CRM System characteristics are not limited to the CRM products and tools that are currently available in the market, and CRM is certainly not a technique or methodology.
ity of enabling seamless integration of distributed or multilocation operations; we consider this aspect in the next subsection. 2.1.3 CRM Reflects and Mimics the Integrated Nature of an Enterprise By promoting cross functional processes and work teams, CRM, like SAP CRM, provides a pow-
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