Interest in CRM has grown rapidly due to high customer expectations,
increased interest in one-stop shopping,
attention to one-to-one relationships,
churn in customer pool,
customers' knowledge about competitors,
advent of new software infrastructure,
compressed marketing cycles, and increased cost of marketing.
CRM is the overall process of building and maintaining profitable customer
relationships by delivering superior customer value and satisfaction [23].
A CRM strategy should involve the entire enterprise, rather than only the marketing department, and should be employed on an ongoing basis [30].