Building a truly customer-centric CRM model

Andy Kung

Customer Relationship Management (CRM) is one of the few emerging businesses recording significant growth since 2000 despite the recent worldwide economic downturn.

building a truly customer-Centric cRM model

The role of market research firms

Andy Kung The Prudential Assurance Company Limited

Introduction

CRM in its simplest form is defined as a customer-centric enterprise system that manages information about current and potential customer for two key purposes: enhance customer services and create more business (sales) opportunities. The results generated by CRM program will enable business organizations to:

  • understand their customers' behavior;
  • provide better products ...

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