ABSTRACT
Strategic Customer Relationship Management (CRM) is focused upon the development of a customer-centric business culture dedicated to winning, developing and keeping profitable customers by creating and delivering better value propositions and customer experiences than competitors. Information technology companies have tended to use the term CRM to describe the software tools that are used to support the marketing, selling and service functions of businesses. Large businesses, for example banks, telecommunications firms and retailers, were early adopters of CRM, but the current growth in CRM spending is fueled by adoptions in other sectors of developed economies, such as small and medium-sized businesses and not-for-profit organizations. CRM technologies can fundamentally change customer experience for the better because it reinvents what happens at customer touchpoints. The avoidance of negative customer experience from ineptly implemented CRM is an important reason for ensuring the voice-of-the-customer is heard during CRM project planning and implementation.
