Customer relationship management (CRM) is a strategy employed at corporate level. For any company, it is the focus on the creation and maintenance of lasting and meaningful relationships with its customers. It can perhaps be described as a holistic approach of a company’s philosophy where the emphasis is placed primarily on the customer.
To simplify this process, there are a number of commercial software packages available. Two of the market leaders are GoldMine and ACT!. Their programs allow a high degree of mechanization through a central database. Many tasks can also be automated, which allows greater overall control and sophistication.
However, simply installing and integrating a CRM such as the GoldMine software, or the ACT! software is not enough by its own. A successful CRM strategy requires the correct response at all levels to reshape a company’s business activities to incorporate a fully customer-driven approach. In the design stage of implementing a CRM, it may be wise if a decision is made to retain greater and more extensive information on primary customers, and keep less information on clients with a low margin.
Sales, marketing...
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