2018
DOI: 10.4018/978-1-5225-5619-0.ch003
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The Fundamentals of Customer Relationship Management

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… Show more

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