THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT IN BUSINESS GROWTH A STUDY OF FIRST BANK NIGERIA PLC, DUGBE IBADAN.
Abstract
At its core, CRM focuses on understanding customers' preferences, behaviors, and needs so
that organizations can tailor their services and communication to meet those specific
expectations. It involves the use of customer data collected from various touchpoints such as
sales, marketing campaigns, service interactions, feedback, and social media to build detailed
customer profiles. These insights help organizations anticipate customer needs, personalize
offerings, and improve responsiveness.
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