Customer relationship management is a strategic, cross-functional approach that uses customer data and technology to build and manage long-term relationships with valuable customers. It aligns strategy, value creation, channel integration, information management, and performance assessment around those relationships.
- Entry typeKey concept
- Category of its source unitDoctrines, Principles & Normative Frameworks
- DomainOrganization & Structure
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Doctrines, Principles & Normative Frameworks
Sets out principles or criteria for what should be pursued, considered legitimate or done. Its contribution is evaluative or prescriptive: it gives reasons for judging conduct and arrangements, rather than merely describing their frequency.