Customer Relationship Management (CRM) includes the methodologies, technology and capabilities
that help an enterprise manage customer relationships. The general purpose of CRM is to enable organizations
to better manage their customers through the introduction of reliable systems, processes and procedures.

Implementing CRM

A successful CRM strategy cannot be implemented by simply installing and integrating a software package
and will not happen over night. Changes must occur at all levels including policies and processes, front of house
customer service, employee training, marketing, systems and information management; all aspects of the
business must be reshaped to be customer driven.

To be effective, the CRM process needs to be integrated end-to-end across marketing, sales, and customer
service. A good CRM program needs to:

• Identify customer success factors
• Create a customer-based culture
• Adopt customer-based measures
• Develop an end-to-end process to serve customers
• Recommend what questions to ask to help a customer solve a problem
• Recommend what to tell a customer with a complaint about a purchase
• Track all aspects of selling to customers and prospects as well as customer support.

Purposes of Customer Relationship Management

A good CRM program can improve customer service by facilitating communication in several ways :

• Provide product information, product use information, and technical assistance on web that are accessible
  24 hours a day, 7 days a week.
• Design a service strategy for each customer based on these individual requirements and Quality expectations.
• Provide a fast mechanism for managing and scheduling follow-up sales calls.
• Provide a mechanism to track all points of contact between a customer and the company, and integrate.
• Help to identify potential problems quickly, before they occur.
• Provide a user-friendly mechanism for registering customer complaints.
• Provide a fast mechanism for handling problems and complaints and Correcting service deficiencies.
• Use the Internet to engage in collaborative customization or real-time customization.
• Provide a fast mechanism for managing and scheduling maintenance, repair, and on-going support
  (improve efficiency and effectiveness).
• The CRM can be integrated into other cross-functional systems to
  provide accounting/production information to customers when required.