Professional Contribution Comments/Replies

MAR 6805 – Professional Contribution Comments/Replies

MSM Assignment

Please read the separate Assignment Instructions prior to completing the assignment.

PCA #1 - Introduction to Customer Relationship Management (CRM)

YouTube: http://bit.ly/WhyHowCRM

To create and maintain perceived mutually beneficial exchange relationships, marketers need to

actively manage the relationships they have with their potential and current customers. To do so

requires the development of processes, systems, and a set of personnel who take particular interest in

developing solutions to serve customer needs. Organizations or any size (whether for profit, not-for-

profit, or governmental) can develop a customer relationship management (CRM) system. Also, CRM

systems can range from highly computerized, automated, and complex, to hand-written and fairly

simple.

In this video by Dr. Nancy Rauseo (founding director of the FIU Global Sales Lab), CRM is explained

from the perspective of a tech company and its frontline salesperson. As you watch the video, consider

how the customer relationships in your organizations are managed by your salespeople and your

management team, as well as whether your organization has in place a formal and effective CRM

system.

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