Description

Customer Relationship Management provides a comprehensive exploration of strategies and techniques aimed at building and maintaining strong relationships with customers. This textbook covers essential principles and practices that businesses utilize to enhance customer satisfaction, loyalty, and retention. The book begins by defining customer relationship management (CRM) and its importance in today's competitive landscape. It explores the evolution of CRM systems, from early database marketing to modern, integrated CRM platforms that leverage technology to personalize customer interactions. "Customer Relationship Management" discusses key components such as customer data management, analytics, and customer segmentation strategies. It explores methods for improving customer service and managing customer interactions across various touchpoints, including digital channels and social media. The textbook also addresses CRM implementation challenges, ethical considerations in customer data management, and the role of CRM in fostering long-term customer relationships. Through case studies and practical examples, this book illustrates how successful businesses apply CRM principles to gain insights into customer preferences, anticipate needs, and deliver personalized experiences that drive loyalty and profitability. It serves as a valuable resource for students, marketing professionals, and business leaders interested in mastering the art of customer relationship management in today's digital age.