planning comprises the creative part of the marketing process, while the execution phase maps to the customer interaction elements. 2.3.3.2 ExecuteThe execution phase of the cycle is where an organization puts all this knowledge to work, using all of the customer touch points available. Effective customer interaction, which has two dimensions, is the key here. The first dimension is the execution and management of marketing campaigns and customer treatment strategies through these interaction touch points. Customer touch points using TapNet and all the broadband capabilities (communication, multimedia, etc.) expand and conclude here.2.3.3.3 Customer Relationship Management SummaryBusinesses are reducing staff and at the same time searching for ways to arm employees with information to make better decisions and innovate.The concept of Customer Relationship Management as a strategy reflects the business processes and technology enablers that can be combined to optimize revenue, profitability, and customer loyalty.By implementing a CRM strategy, an organization can improve the business processes and technology solutions around selling, marketing and servicing functions across all customer touch-points (for example, Web, e-mail, phone, fax, in-person, and the touch points enabled by TapNet. CRM applications address the following business functions:h Sales Automationh Marketing Automationh Customer Service and Supporth Channel Management/partner Relationship Managementh Internal HelpdeskThe rapid acceptance and integration of the Internet has caused the most significant change in CRM applications V morphing of categories as CRM applications increasingly use Internet-based architectures. CRM and e-commerce are converging into a customer-centric solution, which allows organizations to interact with, sell to, and service customers through all channels.2.3.3.4 Business DriversThe major driver of growth in CRM is the Internet, which is enabling m...
