CUSTOMER RELATIONSHIP MANAGEMENT
INTEGRITY OF BUSINESS APPROACH
It provides support to front-office business processes that involve direct interaction with customers through any communication channel, such as phone, fax, e-mail, etc. The details of every interaction with customers, including their requirements, preferences, topics of discussion etc., are stored in the customers’ contact history and can be retrieved by the organization’s staff whenever required.
It allows easier collaboration with customers, suppliers, and business partners and, thus, enhances sales and customer services across all the marketing channels. The major goal of collaborative customer relationship management applications is to improve the quality of services provided to the customers, thereby increasing the customer’s loyalty.
It enables to analyze customer data generated by operational CRM applications, understand the customers’ behavior, and derive their true value to the organization. This helps to approach the customers with pertinent information and proposals that satisfy their needs. The analytical customer relationship management applications use analytical marketing tools like data mining to extract meaningful information that help to improve performance of the business.