customer relationship management pdf ebook free download

Introduction In the mid-twentieth century, mass production techniques and mass marketing changed the competitive landscape by increasing product availability for consumers. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people. Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. CRM has evolved from advances in information technology and organizational changes in customer-centric processes. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. Implications for implementing CRM strategy and future research are discussed.Ĭustomer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. Four alternative approaches towards building customer relationships are identified and migration paths between them are reviewed. A CRM Strategy Matrix is presented which considers the strategic context of companies and the implications for the development of their CRM strategies. It argues that, in many organizations, CRM failures have occurred through a lack of strategic focus. This article reviews the conceptual differences between CRM and relationship marketing and defines these terms.

Further, despite heavy investment by organizations in CRM, there is extensive reporting of CRM’s failure to achieve anticipated results in the literature. However, there is considerable confusion in the academic and managerial literature about what is meant by CRM and how if differs from relationship marketing. Over the last decade and a half Customer Relationship Management (CRM) has developed into an area of major significance.

Customer relationship management pdf ebook free download