Customer Relationship Management (CRM)
CRM is about the systems (IT and non - IT systems) that are employed that help an organization manage its relationships with its customers. CRM employed systems can help an organization in a number of ways:
- By using simple databases CRM can help the organisation in segmenting their most profitable customers.
- Help the organisation in targeting specific products at certain customers groups by looking at their past purchase patterns.
Help identify light and medium users, and employing strategies to try and convert them into heavy users.
CRM can provide employees with all the necessary information that they need to know about the customer they are dealing with, ensuring that the customer is dealt with in an efficient manner and ensuring personalisation for the customer.
Customer Relationship Management tries to ensures that customer information can be accessed at any point within the organisation. A truly marketing oriented organisation would make sure that this would happen and that this system will put the customer first.