Customer relationship management

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Customer relationship management (CRM) is an approach to managing a company’s interaction with current and potential future customers. The book explains what CRM is the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit.