Developments and Trends in CRM

CRM is an essential business strategy that integrates internal processes and functions with external networks, to create and deliver customer value target, given the profit. It is based on high quality customer data and on information technology. (Buttle, 2006). This definition highlights the bivalent customer relationship management scope, respectively creating and delivering value to both customers in target segments and for the organization. Also, an advantage of the definition is that it is taken into account both strategic side and the operational one, based on software solutions. The CRM goal is consistent with the philosophy of marketing and consists in generate value for the organization both in the form of revenue and profits, and customer value, as high degree of satisfaction and fulfillment of expectations.