ABSTRACT
What is a Customer Relationship Management (CRM) system? Not only is there little agreement on what it really stands for, there is even less agreement on what constitutes a CRM system, how it should be used, the potential of profitability gain, the impact on customer loyalty, the costs involved, the personnel needed, and the training needed for the CRM personnel. CRM system characteristics are not limited to the CRM products and tools that are currently available in the market, and CRM is certainly not a technique or methodology. There is every reason to believe that the boundaries described for CRM in this book will be constantly enlarging in the coming years (see Section 2.2 “Anatomy of a CRM System”).
