Definition of Customer Relationship Management (CRM) 顧客關係管理

Customer Relationship Management (CRM) 顧客關係管理 is a customer-centric business strategy with the goal of maximizing profitability, revenue, and customer satisfaction.[1] Technologies that support this business purpose include the capture, storage and analysis of customer, vendor, partner, and internal process information. Functions that support this business purpose include Sales, Marketing and Customer Service, Training, Professional Development, Performance Management, Human Resource Development and Compensation.

Technology to support Customer Relationship Management (CRM) initiatives must be integrated as part of an overall customer-centric strategy. Many Customer Relationship Management (CRM) initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.[2]

[1] Bligh, Philip; Douglas Turk (2004). CRM unplugged – releasing Customer Relationship Management (CRM)'s strategic value. Hoboken: John Wiley & Sons. ISBN 0-471-48304-4. [2] Rigby, Darrell K.; Frederick F. Reichheld, Phil Schefter (2002). "Avoid the four perils of Customer Relationship Management (CRM). Harvard Business Review 80 (2): 101–109. 

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