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Emerging IS trends and their role in supporting organisational
strategy and operations
Customer relationship management
(CRM) systems
CRM consists of the processes an organisation uses to track and
organise its contacts with current and prospective customers.
CRM systems help the organisation to know their customers better
and to use that knowledge to serve customers better.
They enable the organisation to automate marketing, sales,
customer service and support.
They enable an organisation to manage its relationship
centrally through the storage of customer contact information.
They tend to be based on a database in the cloud and show,
for example, order history and address.
The challenge is to unlock the value of the information in the
database.
Illustrations and further practice
Read illustration 3 from Chapter 7.
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