Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Facilitating Customer Relationship Management in Modern Business

Facilitating Customer Relationship Management in Modern Business
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Author(s): Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
Copyright: 2018
Pages: 11
Source title: Encyclopedia of Information Science and Technology, Fourth Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2255-3.ch138


View Facilitating Customer Relationship Management in Modern Business on the publisher's website for pricing and purchasing information.


This article explains the overview of CRM; CRM and technological utilization; and the facilitation of CRM in modern business. CRM is a significant strategy to learn more about customers' needs and behaviors in order to develop the stronger relationships with them. CRM is the most efficient approach in maintaining and creating the relationships with customers in modern business. CRM helps business gain the insight into the behavior of their customers and modify their business operations to ensure that customers are served in the best possible way. CRM also helps business recognize the value of its customers and to capitalize on the improved customer relations. The article argues that facilitating CRM has the potential to enhance organizational performance and gain sustainable competitive advantage in modern business.

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