21

Customer Relationship Management

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the importance of CRM

  • Understand the drivers of successful CRM

  • Understand the managerial framework of CRM

  • Understand the application of e-CRM

Surya, the newly appoint Chief Manager (Customer Relations) at Next Life Insurance Company was keen on getting to know his team and assessing the utility and functionality of the existent CRM system within the organization. With this goal in mind, he called his entire team together for a meeting. During the meeting, he learnt that the department limited its functions to the extent of responding to customer complaints. Of the customer base of 500,000, it maintained a relationship with ...

Get Services Marketing, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial