1
Introduction
CRM has far-reaching implications for organisations. A great deal of experience has been gained when it comes to the formulation and implementation of CRM strategies, but we still have a long way to go in travelling along this learning curve. Acknowledging this provides reason enough to examine further in this book all aspects of CRM and to share the experiences and research results we have obtained.
In this chapter we will address the following questions
- What is the meaning of customer relationship management (CRM)?
- What is CRM as a business strategy?
- What are the elements of CRM?
- What are CRM processes and systems?
- What influences the success of CRM?
Practitioner’s insight
Customer relationship management (CRM) is, or ...
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