Introduction to Customer Relationship Management
Customer Relationship Management (CRM) is how an organisation understands its customers and looks after them over time. It helps teams record customer details, track interactions, solve issues promptly, and identify opportunities to build stronger, longer-lasting relationships. When used well, CRM leads to happier customers and better outcomes.
Technique Overview
Introduction to Customer Relationship Management Definition
Customer Relationship Management is an integrated approach for capturing customer information, managing interactions, and using those insights to serve customers better. It combines everyday processes (like logging calls and emails) with tools (CRM systems) so organisations can win, retain, and grow customer relationships (Ngai et al., 2008).
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Further Reading
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Introduction to Customer Relationship Management references (4 of up to 20) *
- Buttle, F. and Maklan, S. (2019) Customer Relationship Management: Concepts and Technologies. 4th edn. London: Routledge.
- Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gómez, H. and Iturricha-Fernández, A. (2021) ‘Customer relationship management (CRM) and innovation: A qualitative comparative analysis (QCA) in the winery sector’, Technological Forecasting & Social Change, 169, p. 120838. https://doi.org/10.1016/j.techfo
- Ngai, E.W.T., Xiu, L. and Chau, D.C.K. (2008) ‘Application of data mining techniques in customer relationship management: A literature review and classification’, Expert Systems with Applications, 36(2), pp. 2592–2602. https://doi.org/10.1016/j.eswa.2008.02.021
- Peppers, D. and Rogers, M. (1993) The One to One Future: Building Relationships One Customer at a Time. New York: Currency Doubleday.
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