Abstract
This chapter expands on the use of customer information for customer relationship management (CRM). CRM systems have been a real paradox for sales organizations in recent years – companies know they need them, they know what they should do, yet many don’t ultimately see the bottom line benefits. This chapter helps unravel this challenge through a consideration of the foundations of an information system which systematically integrates information about customers, competitors, the marketplace and the company itself. This chapter also delves deeply into various computer-aided selling (CAS) systems, and the authors use graphics to illustrate the various ways in which CAS systems can be applied.
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Homburg, C., Schäfer, H., Schneider, J. (2012). CRM and CAS: Signposts in the Information Jungle. In: Sales Excellence. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29169-2_16
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DOI: https://doi.org/10.1007/978-3-642-29169-2_16
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