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Chapter 2
Customer Relationship
Management (CRM) System
What 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 protability 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. ere is every reason to believe
that the boundaries describe ...