What is it?
Practice
CIMA Official Terminology describes customer relationship management as a culture, possibly supported by appropriate information systems, where an entity emphasises the interface between itself and its customers. Knowledge is shared, within the entity, to ensure that the customer receives a consistently high service level.
Many of the principles of customer relationship management can also be applied to supplier relationships.
What benefits does CRM provide?
The focus on customer relationship management has become increasingly core to all