
3
Chapter 1
The Relationship-Based
Enterprise
Customer Relationship Management (CRM) is a holistic approach to identifying, attracting, and
retaining customers. CRM deals with creating a customer-centric enterprise. is involves two
major aspects: customer centricity and customer responsiveness. All activities must eventually
add value to the customer reected in their willingness to pay for the products and/or services;
non-value-adding elements should be excised swiftly in Internet time because customers have
numerous other choices. is entails focusing all strategies, plans, and actions on the customer
rather than the traditional focus on t ...