The Role of Customer Relationship Management in the Global Business Environments

The Role of Customer Relationship Management in the Global Business Environments

Kijpokin Kasemsap (Suan Sunandha Rajabhat University, Thailand)
Copyright: © 2015 |Pages: 27
DOI: 10.4018/978-1-4666-8459-1.ch007
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Abstract

This chapter reveals the role of customer relationship management (CRM) in the global business environments, thus describing the theoretical and practical concept of CRM; the components of CRM in terms of key customer focus (KCF), CRM organization, knowledge management (KM), and technology-based CRM; the significance of CRM in global business; the significance of organizational characteristics in CRM; and the implementation of CRM in global business. The achievement of CRM is vital for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and acquire routine success in global business. Thus, it is essential for modern organizations to consider their CRM applications, create a strategic plan to consistently investigate their dynamic promotions, and instantly respond to CRM needs of customers. Applying CRM will significantly improve organizational performance and accomplish strategic goals in the global business environments.
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Role Of Customer Relationship Management In Global Business

This section reveals the theoretical and practical concept of CRM; the components of CRM in terms of KCF, CRM organization, KM, and technology-based CRM; the significance of CRM in global business; the significance of organizational characteristics in CRM; and the implementation of CRM in global business.

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