Technology aspects of customer relationship management solution

Abstract

Successful companies in the future will use customer information intelligently to build relationships with their customers on the level that the customer wants and will work towards developing a long-term relationship through retaining customers by delivering delighted customers. With improved product quality and standardization, Customer relationship management is becoming the competitive advantage and differentiation factor for organizations. Now more than ever, the ability to understand and manage a close relationship with the customer is central to delivering these business goads. It is the ultimate challenge for any business. CRM can be defined first and foremost as a business strategy for realizing higher profitability and enhanced competitive advantage. Enterprise CRM strategies focus on the automation of horizontally integrated business processes to provide end-to-end coordination among sales, marketing, customer service, field support and other vital customer touch points. CRM integrates people, process and technology to optimize relationship management across the full customer spectrum — including consumers /citizens, business partners, and other distribution channels. The goal of Customer Relationship Management (CRM) efforts is to dramatically enhance an enterprise's capability to create competitive advantage through sales and marketing resource optimization, superior customer relationships, and service excellence. Developing effective CRM programs has been facilitated by the availability of a rapidly maturing suite of CRM applications, significant investment in both data warehouse integration and electronic commerce infrastructure, and the increased adoption of 1:1 marketing strategies.