Managing Networks for Customer Relationship Management Performance Introduction Customer Relationship Management (CRM) has become a cornerstone of modern business strategy. With increased competition, shifting customer expectations, and the digital transformation of business processes, effective CRM can determine whether a company thrives or struggles. Traditionally viewed as a technology solution, CRM has evolved into a holistic approach encompassing strategy, people, processes, and technology to manage a company’s interactions with current and potential customers. In this context, the role of network management in CRM performance has gained prominence. Networks—encompassing internal organizational units, external partners, suppliers, service providers, and even customers—are essential for delivering superior customer experiences. The effective management of these networks enables businesses to enhance CRM performance, resulting in higher customer satisfaction, loyalty, and profita...
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