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6.10: Outcome- Customer Relationship Management (CRM) Systems

  • Page ID
    48022
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    What you’ll learn to do: explain how customer relationship management (CRM) systems can help organizations manage and gain customer insights from marketing information

    To round out our discussion of marketing information and research, we need to add one more important tool to the mix: customer relationship management (CRM) systems. These increasingly prevalent systems are the centerpiece in how many organizations make sense of and manage marketing data about current and prospective customers. A basic understanding of CRM systems can help you recognize their potential for helping organizations use marketing information more effectively.

    The specific things you’ll learn in this section include:

    • Define CRM systems and explain their purpose
    • Describe the types of marketing information CRM systems can capture and why it is valuable for generating customer insights

    Learning Activities

    The learning activities for this section include the following:

    • Reading: Customer Relationship Management Systems
    • Self Check: Customer Relationship Management (CRM) Systems

    Contributors and Attributions

    CC licensed content, Original
    • Outcome: Customer Relationship Management (CRM) Systems. Provided by: Lumen Learning. License: CC BY: Attribution

    This page titled 6.10: Outcome- Customer Relationship Management (CRM) Systems is shared under a CC BY 4.0 license and was authored, remixed, and/or curated by Lumen Learning via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.