Technological Customer Relationship Management (CRM): An Enterprises Business Partnership
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چکیده
Customer Relationship Management (CRM) represents a technological application based on the philosophy of Relationship Marketing and it recommends the interaction with high value consumers. Relating CRM to new social technologies, CRM 2.0 or social CRM deals with the relationship between companies and customers using online platforms. Through a comparative study based on qualitative indicators, this paper draws a relationship between CRM theory and practice. In two high technology organizations it was identified that, although the indicators are appropriate to the business activities, their usage and understanding are oriented by the nature of businesses and by the company characteristics. Key-words: Customer Relationship Management; Databases; Data Mining Processes.
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