This chapter focuses on the important role that technology plays in connecting a firm with its customers. Customer relationship management (CRM) systems help buyers and sellers store and share information, communicate, collaborate, and transact business.

In this chapter you will learn:

• How CRM systems enable improvements in efficiency and effectiveness that benefit customers, salespeople, and the company
• An effective process for designing and implementing a CRM system, including specific advice on setting goals, selecting a supplier, system design, implementation, and ongoing support
• Useful insights to ensure that your CRM system delivers the desired results