Customer Relationship Management

Martin Gersch ()
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Martin Gersch: Freie Universität Berlin

Chapter 9 in Business Relationship Management and Marketing, 2015, pp 289-329 from Springer

Abstract: Abstract Business relationship management today often has a strong IT backbone, called customer relationship management (CRM). This chapter introduces CRM and discusses how CRM can contribute to successful business relationship management. It distinguishes operational, strategic, analytical and communicative CRM and introduces CRM goals. Based on the diagnosis that CRM, when first introduced, caused euphoria but often never lived up to the promises it held, the author discusses potential future developments with regard to the use of CRM in practice. Two potential developments are exposed: CRM supporting parts of the business relationship management process and CRM transforming all relationship related business processes altogether.

Keywords: Customer Relationship Management; Collaborative Filter; Business Relationship; Touch Point; Customer Relationship Management System (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-43856-5_9

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DOI: 10.1007/978-3-662-43856-5_9

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