Question:

a. Research shows that there are five key cross-functional CRM processes that need to be considered by most organizations. What are they ?

b. The emergence of CRM as a management approach is a consequence of a number of important trends. What are they?

c. The problem faced by many organisations, both in deciding whether to adopt CRM and in proceeding to implement it, stems from the fact that there is still a great deal of confusion about what constitutes CRM. Give three reasons for this confusion ?