What is Customer Relationship Management

Also known as CRM. CRM with the use of technology supports a firm managing its interactions with customers and focuses on customer retention with the purpose of maximizing profitability (Weinman, 2015 AU27: The in-text citation "Weinman, 2015" is not in the reference list. Please correct the citation, add the reference to the list, or delete the citation. ). It is mostly considered a business and strategic solution rather than a software solution. CRM integrates different parts of a company that deal with customers such as: sales, advertising, direct mail, email, and call centers in order to improve customer communication and to increase competitiveness. With the use of CRM is possible to identify customer preferences. There have been case studies of companies failing to extract benefits from CRM installations mostly due a poor understanding of the system and not an adequate training of employees using the system ( Chen and Popovich, 2003 ). For instance, Salesforce, headquartered in San Francisco, is a cloud-based CRM package and is currently one of the market leaders that includes the following components: marketing cloud, analytics cloud, sales cloud, and service cloud.

Sustainable Advantages of Business Value of Information Technology

Jorge A. Romero (Towson University, USA)