CHAPTER 11 : CUSTOMER RELATIONSHIP MANAGEMENT


The Evolution Of CRM 

CRM reporting technology - help organizations identify their customer across other applications.

CRM analysis technologies - help organization segment their customers into categories such as best and worst customers.

CRM predicting technologies - help organization make prediction regarding custmer behaviour.




Operational CRM - supports traditional transactions processing for day - to - dayfront office operations or system that deal directly with the customers.

Analytical CRM - supports back-office operations and stratergic analysis and includes all systems that dont deal directly with the customers.