ABSTRACT
The expression, Customer Relationship Management (CRM), has been in use since the early 1990s. Information technology companies have tended to use the term CRM to describe the software applications that are used to support the marketing, selling and service functions of businesses. Strategic CRM is focused upon the development of a customer-centric business culture dedicated to winning and keeping customers by creating and delivering value better than competitors. Honda manufactures and markets a successful range of motorcycle, power equipment and marine products. The Honda brand has a reputation for quality, technology and performance. Operational CRM automates customer-facing business processes. Marketing automation (MA) applies technology to marketing processes. Sales force automation (SFA) was the original form of operational CRM. Service automation involves the application of technology to customer service operations. Analytical CRM, also called analytic CRM, is concerned with capturing, storing, extracting, integrating, processing, interpreting, distributing, using and reporting customer-related data to enhance both customer and company value.
