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 ...