Organisations that want to continue being successful in today's
global competitive market, where customers are more empowered and
brand loyalty is eroding, will have to move to Relationship
Marketing (RM) with a strong focus on Customer Relationship
Management (CRM). CRM enables organisations to provide excellent
real-time customer service through the effective use of individual
account information. This requires a more complex approach, since
organisations need to investigate and satisfy customer needs, and
have to build relationships with existing and potential customers.
CRM of the future will have to secure state-of-the-art customer
management services delivered to customers through the Cloud to
establish a convenient, but professional, customer management
service. Relationship Marketing and Customer Relationship
Management (fourth edition) includes new South African case studies
illustrating RM and CRM within South African organisations. The
book also focuses on current RM and CRM themes, such as the
changing face of the customer, how to deal with positive and
negative relationships, poor service experiences and the recovery
of customer relationships.
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