The communication system may be able to facilitate the transfer of information, but an essential component of a CRM system is the transfer of responsibility. Somebody at the company must be responsible for every customer issue that arises. This is the only way that the company can ensure that its customers' needs are truly being met. Because of this need for responsibility, it is essential that customer relationship management become a second-nature activity, something that is ingrained in every facet of the organization and every action of its people. In other words, it must permeate the entire organization.

Relationship Marketing

One component of customer relationship management is relationship marketing. Relationship marketing takes the relationship that has been developed between the company and its customers and applies it to the marketing function. The organization will through its CRM program gather information about the customer, and this will be used to help...
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