How do customer relationship management
systems help firms achieve customer intimacy?
• Define customer relationship management
and explain why customer relationships are
so important today.
• Describe how partner relationship management (PRM) and employee relationship
management (ERM) are related to customer
relationship management (CRM).
• Describe the tools and capabilities of customer relationship management software
for sales, marketing, and customer service.
• Explain how sales force automation modules help increase productivity.
• Distinguish between operational and analytical CRM.
• Define churn rate and explain its
importance.