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Enterprise Marketing — Entrepreneurship STD 12 Commerce — Question

CBSE BoardEnglish MediumSTD 12 CommerceEntrepreneurshipEnterprise Marketing4 Marks
Question
'Wintech limited' has been getting constant complaints from its customers regarding its after sale service. The sales department is pressurising the company to install an effective Customer Relationship Management system. But the company feels that it should do so only after installing the necessary technological infrastructure. Is the stand of the company correct? What is the impact of technology on CRM?
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Answer

Yes, the stand of the company is correct. Technology plays an important role in CRM as advanced technology offers a perfect solution to the problem pertaining to data management. Advancement in technology has offered new ways for companies to communicate with customers and collect data about them. In using technology, a number of technology applications are used in the development of CRM strategy. Xu and Walton, 2005; Zaayman, 2004; Chen and Popovich, 2003; Meta Group, 1999 are some softwares that help in proper management of data relating to CRM.

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