8 pages (2000 words)
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... Of Customer Relationship Management
Customer relationship management (CRM) is one of the most important concepts in business today. However, it is not a new concept, since it has been used by organisations for quite some time (Kaufmann, 2013). Over the years, CRM has developed to become one of the most influential organizational concepts and customer relationship theories in the last fifty years, providing organisations with a way of managing their associations with customers for mutual benefit (Agariya and Singh, 2013). CRM also provides a way for organisations to understand their customers, what their needs are, and how best they can meet those needs. This paper aims to provide a comp...