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Interaction with customers in the todays competitive

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interaction with customers in the todays competitive market and that is why CRM services come in. CRM initiative is used by businesses to achieve different goals by utilising the disorganised data in the organization to come up with meaningful information that shows customer needs. When the firm knows the customer needs through the use of the CRM services, it plans its operations to satisfy the customers by offering them their desired products. Again the CRM tool helps the businesses to calculate its profits based on customer buying behavior and then differentiates the customers according to their purchases. Through that, a business is able to know their best customers and come up with strategies to retain them. Again, non-desirable symptoms within the business that leads to dissatisfaction of the customers may be eradicated. Koh & Gerry (2002) argues that CRM does not entail only computer hardware and software but also the company relationship with the society. If a company is maintaining corporate social responsibility in its environment of operation, it is automatic that it will create customer loyalty and continue enjoying profitability. The authors again add that the computer software and hardware becomes key when the business grow and gain large customer base.
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