Customer Relationship Management

More than ever before customers can touch an organisation via a number of different channels – the internet, their mobile phone, email, interactive TV and so on. That puts pressure on the business to synchronise and capture customer information in one place – the CRM database.

An efficient CRM system means better sales and marketing, better order processing, and better production and accounting. But CRM is much more than an IT system: it needs buy-in and consistent commitment from all teams in touch with customers. And it needs first-class project management. What really matters is whether the system is creating and maintaining relationships with customers to best effect.

Customer Relationship Management (CRM) is a collection of research papers focusing on different aspects of the CRM challenge.

To view articles on CRM members can log in and click on the customer relationship management link in the Member content area.*

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