Customer Relationship Management €“ Brief History And Benefits
Customer Relationship Management (or CRM) puts the customer at the centre of all activities within a company. We well know that with the beginning of e-commerce comes the e-customer. So, a customer relationship management solution helps the company learn more about the customer’s needs, complains and other and makes any knowledge gained through interaction with the customer. The general benefits of customer relationship management solutions include much better communication with the customer, increased effectiveness and efficiency when dealing with a customer and complete understanding of the customer. But, the main goal of customer relationship management is achieving better customer loyalty.
I will now put in the article a brief history of customer relationship management. As global competition has increased and products became harder to separate from one to another, the enterprises begun moving from the product-centric view to a customer-centric one. It came clearly as the next step in the e-commerce evolution because of the constant customer wanted access to a company through e-mail, faxes and web sites along with a constant demand for response with a personalized touch. The concept of customer relationship management seemed
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to appear
in 1992 and then, in 2000 it was acquired by enterprise resource planning
(ERP) company. Traditional ERP applications did not include the customer
relationship management aspect, so, it was just the next logical step. The
network and Internet technology has matured during the time, and now,
the customer relationship management has now found its place in the
world.
Several enterprises are now turning to customer relationship management
strategies and solutions to gain a better knowledge and understanding
of their customers along with their needs and complaints. The benefits
of customer relationship management solutions could be: increased efficiency
through automation, deeper understanding of customers, identifying
the most profitable customers and many other.
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