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04: Customer Relationship Management (Key functions (Commercial logistics,…
04: Customer Relationship Management
Definition
Integrated process to interact with customers
Fetch new customers
Retain existing customers
Main aspects
Multichannel
Salesperson
Call center
Internet
Uniqueness of data and service
End to end service chain
Front end: Customer interaction
Back end: Service provision, delivery and administration
Key functions
Commercial logistics
Support for multichannel interaction with customer
After sale support
Analysis of customers
Modules
Front-end
Salesperson
Internet
Call center
Back-end
Analytic CRM
Campaigns and marketing