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Chapter 11
Customer relationship management
4.1 What is it?
CRM is an approach to building and sustaining long-term business with
customers. e-CRM is the use of digital communications technology to
maximise sales to existing customers and encourage continued usage
of online services.
4.2 Relationship marketing
CRM supplements traditional transaction marketing with relationship marketing.
Transaction marketing Relationship marketing
Concentrates on products Concentrates on customer retention and loyalty
Focus on product quality Emphasis on quality of service
No effort to retain customers Focus on building long-term relationships
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