Fundamental Elements of Customer Relationship Management

Abstract

Current consumers have more information and options than before to gather product information and decide what to buy and where to shop. Thus, consumers can find out about new products via TV, radio, the press, and online advertising, social networking sites (Twitter, Facebook, etc.) and can immediately compare prices with online comparators and then shop online from the web, from a catalog, contact center, or store. Merchants need to develop their organizational and functional capabilities, as well as implement the most appropriate tools and techniques to influence the consumer.