Marketing Science 2000
CRM: A new approach to consumer relationship management
Abstract
Relationship with the customers and fulfilling their demands becomes key point in management strategy and philosophy of the company and initiates changes in corporate culture. Focusing on customers is the concept that enables the company and its employees to anticipate customers positive experience. The main goal of the company is to develop relationship with the customers that would result in creating positive image in the market to be capable to overpass the expectations of the customers. Customer Relationship Management CRM is the chain of events that begins with design decisions and runs through marketing, all of manufacturing and field sales and culminates in after sales support. CRM is based on two key points: It is management process; It is a concept based on bilateral communication, not only with the customers, but also with other segments of surrounding.
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