ABSTRACT
This chapter provides an overview of customer relationship management (CRM) and then proceeds to illustrate how the sales force and selling function interface with strategies and processes in market-oriented, customer-centric firms. The process of strategy development and implementation is outlined, and specific guidance is provided on how personal selling can contribute to marketing strategy and what salespeople can do to maximize the success of long-term customer relationships. The chapter also provides a foundation for understanding the concept of CRM. The process cycle for CRM may be broken down into the following four elements: knowledge discovery, market planning, customer interaction, and analysis and refinement. Customers today are able to gather more information than ever before thanks to the wide array of technological devices that enable an Internet connection. Finally, the analysis and refinement phase of the CRM process is where learning takes place based on customer response to the implemented strategies and programs.
