CRM Systems and their effects on Business Performance
Aphale, Apoorv (2008) CRM Systems and their effects on Business Performance. [Dissertation (University of Nottingham only)] (Unpublished)
The business world today is in a middle of huge transition. From brand and product centric, the organizations are striving to become customer centric. This has put customer to the central of all the operations of the organization. This has brought forward the concept of relationship marketing where companies do not look at the customer from single transaction perspective, but want to establish a long term relationship with their customers. Relationship Marketing has further evolved into customer relationship management popularly known as CRM. Customer relationship management helps the companies to manage the huge amount of data available to them about the customer, so that they know customer better and can customize their offerings with respect to individual customer.
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