Tools and Techniques Used for Customer Relationship Management: Review and Case Studies

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Author(s): Geeta Sachdeva (National Institute of Technology Kurukshetra, India)
Copyright: 2020
Pages: 20
Source title: Strategies and Tools for Managing Connected Consumers
Source Author(s)/Editor(s): Ree Chan Ho (Taylor's University, Malaysia)
DOI: 10.4018/978-1-5225-9697-4.ch014

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Continuing to fulfill the requirements and needs of today's customer is a perplexing job for all the corporations. There have been a number of strategies developed to engage with customers, but few considerations have been paid to string them together in generating well-developed relationships. For of this reason companies are moving towards customer relationship management (CRM) to execute reliable strategies in engaging with customers. CRM emphasizes aiding companies thoroughly to manage the procedures involved in upholding good relationships with customers. This chapter discussed various strategies and examined case studies that adopted different techniques to engage with customers.

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