Customer-Centric Content Management: Level 3 Building the Customer Relationship

Customer Relationship Management (CRM) relies on both methodologies and technologies to assist an organization with the management of all aspects of interaction a company has with its customer. Companies achieve an effective CRM strategy by centralizing information about their customers, ensuring they have access to effective support channels (e.g., self-service, call centers) and by making a concerted effort to know as much as possible about their customers. Knowledge about the customer makes it possible to closley match customer needs with targeted product plans and offerings, point customers to the right information at the right time, and help them accomplish their tasks.

Rockley Bulletin (2006). Articles>Content Management>Management>CRM