ADM 2372 Chapter 9: Business Driven Information Systems
29 Oct 2017
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Document Summary
Customer relationship management (crm) involves managing all aspects of a customer"s relationship with an organization increase customer loyalty and retention, and an organization"s profitability. Companies should view their customers as experts, not just revenue generators. Without the customers, the company wouldn"t exist, hence the reason customer satisfaction is so critical. The crm tracks every communication between the customer and the organization and provides access to crm data across different systems. Understanding each customer allows the organization to communicate effectively with each customer. Crm is not just a type of is, it"s a strategy that should be embraced on an enterprise level. Implementing crm can help an organization identify customers and design specific marketing campaigns tailored to each customer, thereby increasing customer spending. Usually a return on investment (roi) is seen within six months. Placing customers at the forefront of all thinking and decision making requires significant operational and technology changes.
