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CB SESSION 10 CRM - Customer Relationship Management System...

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shaping success in business and finance Customer Relationship Management System
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shaping success in business and finance We know what Enterprise Resource Planning systems are... ¾ If no, then here it is: - ERP systems are based on a suite of integrated software modules and a common central database. - Database collects data(of course!) from different divisions & departments in the firm, also from a large number of key businesses in manufacturing & production, finance & accounting, sales & marketing - And makes data available for applications that support nearly all of an organisations internal business activities. - When new information is entered by one process, the information is made available to other businesses processes
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shaping success in business and finance Why is CRM Used? CRM is used by organizations to manage relationships with customers This includes o Capturing Leads o Storage and analysis of the customers, vendors and partners details o Internal information (organizational)
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shaping success in business and finance Fig 1 CRM model
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shaping success in business and finance Changing Role of Customer Relationship Management (CRM) Customer relationship management is appropriate for nearly all marketing situations, but particularly in services & business to business (B2B) marketing Over the past 20 years marketing has engaged in a ‘paradigm shift’ from a transactional view of marketing to one founded on relationships (Kristi an Moller) This in no way it replaces the 4/7Ps of the marketing mix but augments it CRM and associated tactical issues of Customer Care have evolved and developed substantially over the past 25 years
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