EN LAS CASAS Y SIGNOS DE AIRE
SATURNO EN ACUARIO Y EN LA CASA
In recent years the urge for CRM increased rapidly and in 2008 CRM was the fourth most used tool by companies (Ahearne et al., 2010). Companies started to expand and operate in many countries all around the world. As seen from this research there is an interest in international organizations to broaden their view concerning CRM in order to build up a better and more integrated customer relationship. While seeking out information to research our thesis, we uncovered an interesting theory about Global Customer Relationship Management (GCRM), which has created a desire for further knowledge. Therefore, further research suggestion is GCRM in the field of CRM implementation, which is described below.
What is Global Customer Relationship Management?
GCRM is the strategic function of the processes and practises of CRM by companies working in several countries, or by companies serving customers who span many countries. Additionally, GCRM builds and keep the relationships with customers that span across various countries. Companies with GCRM can target the most profitable segments in the market worldwide, as well as target individual customers with the right product at the right time, no matter where the customer is situated (globally or regionally). Furthermore, GCRM enables companies to have more efficient data and more exact forecasts about global, regional and individual market trends (Kumar et al., 2011). On the other hand the main challenge to implement GCRM is the worldwide versus regional focus. The implementation of GCRM is more complex and more challenging than CRM but it will obtain bigger benefits (Kumar et al., 2011).
At the very end of this research the further research points would be a great complementary for this thesis.
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