CRM technologies as a leverage of competitiveness and business value creation in European markets:
The term CRM, Customer Relationship Management, is one of the most applied concept both in Marketing and IT literature and applications. CRM is most of the time used as a replacement of a misleading narrow term: Relationship Management (RM). Operations, Customer Service, Sales, human resources, credit controls are essential ingredients in the customer satisfaction blender. We can conclude that the definition of CRM is also its objective: the development and maintenance of mutually beneficial long-term relationships with strategically significant customers. All this focus on customers and their needs comes from a shift from a mass marketing approach, through market segmentation, to an individualised marketing. This one-to-one marketing strategy is connected also with a more and more delocalised access to the markets from the logistics and distribution partners that implicates much more real-time expectations of the customers. So the market started to move from a product oriented structure to a customer oriented one but, unfortunately not all the companies haven't adapted their organization to the new requests of the new "customer centric era".
|Date of creation:||01 Jan 2005|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: +39 02 50321522
Fax: +39 02 50321505
Web page: http://www.demm.unimi.it
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:mil:wpdepa:2005-04. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (DEMM Working Papers)
If references are entirely missing, you can add them using this form.