How Customer Relationship Management Influences Business and How It Impacts Customer Satisfaction and Loyalty: How Has Technology Impacted CRM?

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Author(s): Anuska Sanyal (Woxsen University, India)and P Ritwik (Woxsen University, India)
Copyright: 2023
Pages: 15
Source title: AI-Driven Intelligent Models for Business Excellence
Source Author(s)/Editor(s): Samala Nagaraj (Woxsen University, India)and Korupalli V. Rajesh Kumar (Woxsen University, India)
DOI: 10.4018/978-1-6684-4246-3.ch010

Keywords: Artificial Intelligence / Business Information Systems / Business Science Reference / Computer Science & IT

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Abstract

In this chapter, the foundation of customer relationship management has been explored along with its history and how it has evolved in the past few years. Metrics to measure CRM are important to check its effectiveness. It also determines the impact of CRM on customer satisfaction and loyalty. The way CRM has helped business over the years has also been discussed. In business-to-business and business-to-consumer, CRM has made a large impact. With CRM technology, both business and relationship areas have been improved.

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