Earlier in this course, we cited the American Marketing Association’s definition of customer relationship management: “a discipline in marketing combining database and computer technology with customer service and marketing communications.” The AMA’s definition goes on to describe the ultimate goal of customer relationship management as the ability to provide “meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying Read More
Customer Relationship Management Systems
Earlier in this course we introduced customer relationship management (CRM) systems, which serve key functions for marketing, sales, and account management. These systems capture data about customers as well as an organization’s interactions with these customers. They also provide tools to help marketers and salespeople better manage customer relationships and meet their customers’ needs. CRM systems generally capture and maintain information about prospective as well as current customers, Read More