Integrating Business Management Processes

Chapter 8Customer Relations Management

8.1 Introduction

Business divisions of production-oriented companies are generally built on products and product groups. This traditional approach creates its own accounts units, information technology (IT) units and marketing teams. The vertical integration leads to competition among the individual business units as well as with external competitors. The loyalty of those employed in these vertically integrated business divisions to their own units prevents seeing the wider view of the organisation as a whole.

In the current global marketplace, companies are increasingly realising the value of managing customer relationships. Companies are recognising the long-term value of potential and current customers ...