December 2022
Intermediate to advanced
452 pages
14h 39m
English
Content preview from Customer Relationship Management, 1st Edition by Pearson
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Part V
CRM Systems and their Implementation
Customer–supplier relationships are as old as the road to Rome; however, we have IT to thank for relationship management coming within reach of organisations which serve many millions of customers. Technology makes it possible for individual customers to be recognised and known, for them to be able to interact with the organisation on an individual basis, and allows them to rely on customised solutions. In principle, the deployment of personnel and costs may be kept within limits. However, we are not there yet; many companies still have a long way to go. Strategic questions have not yet been answered, leading to vagueness about the goals companies hope to attain with this technology. As a result, investments ...
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