Essay on Customer Relationship Management ( Crm )

731 Words Feb 25th, 2016 3 Pages
As a logical result of the appearance of the concept "Relationship Marketing" since the 1920s, the concept "Customer Relationship Management" (CRM) has been brought to attention in late nineties, especially among the academics and practitioners,. The new concept has directed the attention towards various vital aspects, including the necessity of direct relationship between customers and marketers, the importance of keeping current customers, as well as the inevitability of building long-term relationships with customers instead of the customer-oriented transaction method in order to augment the profitability of the institutions, especially in today 's increasingly competitive economy.Therefore, the organizations have directed their attention to CRM and abundant investing in the necessary infrastructure, with special concern to the great advance in Information technology, Some considered, therefore, that improving the performance could be achieved through directing more attention to CRM .
It is also said that the concept of Customer Relationship Management (CRM) was derived from “contact management” in the 1980s about collecting all the information when customers come in contact with companies. In literature, many definitions have been given to describe CRM. Lacking a widely accepted definition,CRM is the business strategy, process, and Information Technology (IT) that enable a company to optimize revenue and increase value through understanding and satisfying the individual…

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