MIS chapter 9 Customer relationship management.docx

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York University
Administrative Studies
ADMS 2511
Cristobal Sanchez- Rodriguez

MIS chapter 9 Customer relationship managementCustomer relationship management returns to personal marketing Rather than market to a mass of people or companies businesses market to each customer individually CRM approach is designed to achieve customer intimacy and is enabled by information technologyCustomer touch points organisations must recognise the numerouse and diverse interactions that they have with their customers Traditional customer touch points include telephone contact direct emailCollaborative CRM provide effective and efficient interactive communication with the customer through the entire organization Collaborative CRM integrates communications between the organisation and its customers in all aspects of marketing sales and customer support processesOperational CRM the component of CRM that supports the front office business processes These processes are those that directlt interact with customers sales marketing etcCustomerfacing CRM applications those applications where an organizations sales field service and customer interaction center representatives actually interact with customersCustomer service and support Customer interaction centers CIC wh
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