Customer Relationship Management For SMEs In The Consulting Business

Customer relationship management (CRM) can be defined as a combination of people, processes and technology that seeks to understand the needs of the company's customers (Chen & Popovich, 2003). It is also used as an integrated approach to manage relationships by focusing on customer retention and relationship development (Chen & Popovich, 2003).

CRM is widely used by multinationals and predominantly by large enterprises in order to bring a higher value of services to their customers. Due to the intangible nature of a service, the "little things" are what often make a difference! While many managers focus on achieving fundamental goals in the delivery of services, the greater the attention to the finer details is what often results in greater customer satisfaction.