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Relation between Customer Relationship Management and Information Technology

Customer Relationship Management is not just software, it helps the organizations or individuals in various customer focused business processes. To have a clearer picture of the relationship between Information Technology (IT) and Customer Relationship Management (CRM), the various tasks performed by CRM can be divided into three levels such as external CRM which deal with customer related processes, application level, and data storage.

The first level dealing with customers, the Customer Touch Points is the vital element in a CRM as it mainly deals with the customer services. Here the CRM work to meet the present as well as the future needs of the customers, and also helps to build a relationship with the organization and the customers. Here the interaction or communication between the customer and the organization is developed through e-mails, telephone or video conferencing. The next level is the application which is mainly the software and the programs that help CRM to perform various business processes such as customer service, marketing, and sales.

The third element is the database which stores all the relevant data of the customer for future use. It carries all the details which include history of the customer such as the products bought by the customer and which are not. It also stores various lead management information. These data stored in the database can be evaluated through data mining. Thus these three levels are co-related for the efficient working of CRM.

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