The Theoretical Framework of CRM

Federico Rajola
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Federico Rajola: Università Cattolica del Sacro Cuore

Chapter 3 in Customer Relationship Management in the Financial Industry, 2013, pp 27-33 from Springer

Abstract: Abstract CRM projects are more and more destined to address two opposing concepts: efficiency and effectiveness. On the one hand a company needs to be effective on the market in order to manage relationships with customers, maintain its market share and improve its market penetration; on the other hand the company needs to be efficient. This means that IT departments need to conduct careful evaluations of IT investments and projects, as it is very difficult to understand whether initiatives have a return on investments or at least a direct and clear payback.

Keywords: Decision Support System; Management Information System; Customer Relationship Management; Business Intelligence; Engine Room (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-35554-7_3

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