Understanding Customer Relationship Management - CRM – LU 18
(management rela)

Customer Relationship Management entails all aspects of interaction a company has with its customer, whether it is sales or service related. Because CRM applications become crucial for organizations and their employees, specifically the salesmen, the objective of this lecture is to propose a concrete overview of the CRM approach.

Reasons for developing CRM shall be first discussed. Then, the different applications of CRM shall be detailed. Finally, key factors for success of CRM will be presented.