July 2002
Intermediate to advanced
264 pages
8h 28m
English
Content preview from Customer Relationship Management Systems Handbook
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13
Chapter 2
The Evolution of Customer
Relations to CRM
CRM is a corporatewide approach to understanding customer behavior,
influencing it through continuous relevant communication and devel-
oping long-term relationships to enhance customer loyalty, acquisition,
retention, and profitability. (See also “Glossary” in Appendix A.)
For many corporate senior executives, customer relationship management
(CRM) has come into their management perspective and boardroom meetings
with mixed reviews — initially appearing to be a great opportunity to increase
efficiency, revenues, and profitability, as well as providing a process for getting
to know the customer ...
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