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Management Contents | Entire Site Contents
Customer Relationship Management - brief history and benefits
Customer Relationship Management (or CRM) puts the customer at
the centre of all activities within a company. We well know that
with the beginning of e-commerce comes the e-customer. So, a
customer relationship management solution helps the company
learn more about the customer's needs, complains and other and
makes any knowledge gained through interaction with the
customer. The general benefits of customer relationship
management solutions include much better communication with the
customer, increased effectiveness and efficiency when dealing
with a customer and complete understanding of the customer. But,
the main goal of customer relationship management is achieving
better customer loyalty.
I will now put in the article a brief history of customer
relationship management. As global competition has increased and
products became harder to separate from one to another, the
enterprises begun moving from the product-centric view to a
customer-centric one. It came clearly as the next step in the
e-commerce evolution because of the constant customer wanted
access to a company through e-mail, faxes and web sites along
with a constant demand for response with a personalized touch.
The concept of customer relationship
management seemed to appear
in 1992 and then, in 2000 it was acquired by enterprise resource
planning (ERP) company. Traditional ERP applications did not
include the customer relationship management aspect, so, it was
just the next logical step. The network and Internet technology
has matured during the time, and now, the customer relationship
management has now found its place in the world.
Several enterprises are now turning to customer relationship
management strategies and solutions to gain a better knowledge
and understanding of their customers along with their needs and
complaints. The benefits of customer relationship management
solutions could be: increased efficiency through automation,
deeper understanding of customers, identifying the most
profitable customers and many other.
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