Abstract
Customer relationship management has been defined in many ways. Metagroep defines CRM as ‘the automation of horizontally integrated business processes involving front office customer contact points (marketing, sales, service and support) via multiple, interconnected delivery channels'. (Ed Peelen, p.3) According to the definition the usage of communication tools like internet and telephone enables to connect the customers in a much effective way. Another definition suggests that CRM is ‘a process that addresses all aspects of identifying customers, creating customer knowledge, building customer relationship, and shaping their perceptions of the organization and its products'.(Ed Peelen, p.4) This definition puts the process of getting to know the customers. One of the best definitions of CRM was given by Regis McKenna.
