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Chapter 2. CRM Basics

Chapter 2. CRM Basics

In this chapter

CRM is a Business Strategy

Effects of E-business and Evolving Capabilities

Microsoft's CRM Product

Interacting with CRM Systems

Summary

Customer Relationship Management (CRM) is all about finding, acquiring, and retaining the best, most profitable customers. CRM systems offer the automated means of managing your customer, both on the Web and through traditional channels. In the corporate setting, CRM is now a mature, mainstream discipline comprising Customer Service and Support (CSS), Sales Force Automation (SFA), and Marketing Automation (MA), each of which offers its own subset of specializations, value propositions, and challenges.


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