The Orientation of Small and Medium Enterprises towards technological dimensions of customer relationship Management
Published: 2010
Author(s) Name: S. Sudhakar, Dr Sudharani Ravindran, P. Mathiyalagan
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Abstract
INTRODUCTION: In the early 1990s, Customer Relationship Management (CRM) initiatives were in vogue and focused
mainly on call center activities. Only later, companies widened the focus to include sale and open
additional channels (Peel, 2002). CRM requiring customer-centric business philosophy and culture to
support effective marketing, sale, and service process can enable effective customer relationship,
customer satisfaction and customer loyalty. The term Customer Relationship Management (CRM) grew
from the desire of combining the terms helpdesk, customer support, ERP (enterprise resource program)
and data mining. It is not evident who introduced the term, but one can say that the term emerged from
still ongoing trill and error approaches (Oberkamp, 2002).
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