Other CRM components

In the proposed DSS, we used four key steps for CRM based on knowing customers better:

1 identifying the right customers;

2 differentiating among them;

3 interacting with and learning from existing customers; and

4 customizing the product or service to the needs of individual customers.

Current efforts on CRM are focused on the customer interface and managing customer interactions. But inadequate information about customers and the lack of a systematic information management framework continue to hinder the efforts of organizations, particularly the marketing function, to manage their customer relationships.

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