نسخه زمستان 1398
نوع مقاله :
کد پذیرش :
موضوعی تعریف نشده!
مجید مددی، یاسر شرج شریفی
کلید واژه :
مدیریت تجارت ، ارتباط با مشتری ، CRM ، فناوری
Customer Relationship Management (CRM): A Technology Revolution in Business Management
CRM is an approach to manage a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth. CRM has evolved from advances in information technology and organizational changes in customer-centric processes. Companies that successfully implement CRM will reap the rewards in customer loyalty and long-run profitability. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.
key words :
Business management, Customer relationship, CRM, Technology
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