Uma wants to improve her customer service department by using information technologies to create two-way conversations with customers to gain more knowledge of their wants and preferences. Uma wants to institute _____ management.

Question

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Customer relationship management (CRM) is a multifaceted process. It is typically mediated by a set of information technologies that focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of customer needs, wants, and buying patterns. CRM helps companies understand and anticipate the needs of current and potential customers.

Uma Wants to Improve Her Customer Service Department by Using