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Crm System

Theoretical Framework
CRM
Customer relationship management (CRM) is a multifaceted process, mediated by a set of information technologies, that focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of their needs, wants, and buying patterns. In this way, CRM helps companies understand, as well as anticipate, the needs of current and potential customers. (Bateman, T., & Snell, S, 2007, cited in Wikipedia: CRM).
According to Turban, E., Leidner, D., McLean, E. & Wetherbe, J. (2006), CRM is basically a simple idea: Treat different customers differently because their needs differ and their value to the company may be different. (p. 318).
Knowledge Management
According to Turban, E., Leidner, D., McLean, E. & Wetherbe, J. (2006, p. 367-368):
Knowledge management is a process that helps organizations identity, select, organize, disseminate, and transfer important information and expertise that are part of the organization’s memory and that......


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Approximate Word Count: 474
Approximate Pages: 2 (250 words per double-spaced page)

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