Customer Management (CM) Practice

Context:
- …
Example(s):
Counter-Example(s):
- Sales Management.
- Enterprise Resource Planning.
See: Sales, Customer Success, Data Collection, Communication Channel, Social Media, Customer Retention.

References

(Wikipedia, 2022) ⇒ https://en.wikipedia.org/wiki/Customer_relationship_management Retrieved:2022-6-24.
- Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information. CRM systems compile data from a range of different communication channels, including a company's website, telephone, email, live chat, marketing materials and more recently, social media. They allow businesses to learn more about their target audiences and how to best cater for their needs, thus retaining customers and driving sales growth. CRM may be used with past, present or potential customers. The concepts, procedures, and rules that a corporation follows when communicating with its consumers are referred to as CRM. This complete connection covers direct contact with customers, such as sales and service-related operations, forecasting, and the analysis of consumer patterns and behaviors, from the perspective of the company.

(Verhoef et al., 2010) ⇒ Peter C. Verhoef, Werner J. Reinartz, and Manfred Krafft. (2010). “Customer Engagement As a New Perspective in Customer Management.” Journal of service research 13, no. 3
- QUOTE: Since 2000, customer management (CM) research has evolved and has had a significant impact on the marketing discipline. In an increasingly networked society where customers can interact easily with other customers and firms through social networks and other new media, the authors propose that customer engagement is an important new development in CM. Customer engagement is considered as a behavioral manifestation toward the brand or firm that goes beyond transactions. The authors propose a conceptual model of the antecedents, impediments, and firm consequences of customer engagement and relate this model to seven articles appearing in the special issue on customer engagement. ...