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The Fundamentals of Customer Relationship Management

The Fundamentals of Customer Relationship Management

Kijpokin Kasemsap
Copyright: © 2018 |Pages: 17
ISBN13: 9781522556190|ISBN10: 1522556192|EISBN13: 9781522556206
DOI: 10.4018/978-1-5225-5619-0.ch003
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MLA

Kasemsap, Kijpokin. "The Fundamentals of Customer Relationship Management." Diverse Methods in Customer Relationship Marketing and Management, edited by In Lee, IGI Global, 2018, pp. 44-60. https://doi.org/10.4018/978-1-5225-5619-0.ch003

APA

Kasemsap, K. (2018). The Fundamentals of Customer Relationship Management. In I. Lee (Ed.), Diverse Methods in Customer Relationship Marketing and Management (pp. 44-60). IGI Global. https://doi.org/10.4018/978-1-5225-5619-0.ch003

Chicago

Kasemsap, Kijpokin. "The Fundamentals of Customer Relationship Management." In Diverse Methods in Customer Relationship Marketing and Management, edited by In Lee, 44-60. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5619-0.ch003

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Abstract

This chapter presents the overview of customer relationship management (CRM), CRM and customer retention, CRM and customer engagement, CRM and technological utilization, and the importance of CRM in modern business. With the support of advanced technologies, CRM is the advanced approach that can enhance companies to achieve the positive relationships with customers, and can increase both customer retention and customer engagement in their products and services. The application of CRM can promote the capability of interacting with customers conformed to their customer requirements, and can help increase both sales and business growth in the competitive business environments. The chapter argues that utilizing CRM has the potential to enhance business performance and gain sustainable competitive advantage in the digital age.

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