CRM - Gestion de la Relation Client

Karim Darban
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Karim Darban: UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)

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Abstract: The course on Relationship Marketing and Customer Relationship Management (CRM) explores the evolution of business practices, transitioning from transactional marketing focused on products to relationship marketing centered on customer satisfaction and loyalty. It covers three main dimensions of CRM: strategic, aimed at maximizing customer lifetime value (CLV) by aligning the company around customer needs; operational, which optimizes processes through automation; and analytical, leveraging data to better understand and predict customer behaviors. This holistic approach emphasizes building sustainable and profitable relationships through modern tools and a customer-focused cultural transformation.

Keywords: Marketing; CRM; Customer; Client; Relationship (search for similar items in EconPapers)
Date: 2024-09-01
Note: View the original document on HAL open archive server: https://hal.science/hal-04862134v1
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Published in Master. Maroc. 2024

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