Customer Relationship Management
This technique explains what Customer Relationships management (CRM) is, what benefits it can deliver, within which contexts it can be used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives.
Technique Overview
Customer Relationship Management Definition
Customer relationship management (CRM) comprises a set of processes and enabling systems supporting a business strategy to build long-term, profitable relationships with specific customers (Ngai et al., 2008:2592). It is the combination of processes/practices and technologies used by companies to analyse and monitor date alongside customer interactions. The overall goal of CRM is to improve business relationships, thus increasing profitability.
Customer Relationship Management Description *
* The full technique overview will be available soon. Contact us to register your interest in our business management platform, and learn all about Customer Relationship Management.
Business Evidence
Strengths, weaknesses and examples of Customer Relationship Management *
* The business evidence section is for premium members only. Please contact us about accessing the Business Evidence.
Business Application
Implementation, success factors and measures of Customer Relationship Management *
* The business application section is for premium members only. Please contact us about accessing the Business application.
Professional Tools
Customer Relationship Management videos and downloads *
* The professional tools section is for premium members only. Please contact us about accessing the professional tools.
Further Reading
Customer Relationship Management web and print resources *
Customer Relationship Management references (4 of up to 20) *
- Baran, R., Galka, R. and Strunk, D. (2008) Customer Relationship Management. Thomson South-Western, Mason, OH.
- Buttle, F. and Maklan, S. (2019). Customer Relationship Management Concepts and Technologies. 4th ed. London: Routledge.
- Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management. Pearson Education, Essex, UK.
- Kumar, V. and Reinartz, W. J. (2006) Customer Relationship Management: A Database Approach. John Wiley and Sons, New York.
* The further reading section is for premium members only. Please contact us about accessing the further reading.
Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on Customer Relationship Management and hundreds of other essential business management techniques