Fundamentals

Seventy-three percent of customers state customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. is a significant factor in their purchasing decisions, yet many small to medium-sized businesses operate customer relationship management Meaning ● CRM for SMBs is about building strong customer relationships through data-driven personalization and a balance of automation with human touch. as an afterthought, a reactive scramble rather than a proactive strategy. This gap between customer expectation and SMB reality presents both a challenge and an opportunity, one that automation is uniquely positioned to address.

Understanding Automation Core Concepts

Automation, in its simplest business form, represents the use of technology to perform tasks with reduced human intervention. For SMBs, this translates into streamlining repetitive processes, enhancing efficiency, and freeing up valuable employee time. Consider the owner of a local bakery, for instance, spending hours each week manually confirming online orders and responding to basic customer inquiries. Automation offers a pathway to reclaim this time, redirecting efforts toward strategic growth initiatives like menu innovation or community engagement.

Customer Relationship Management, or CRM, embodies the strategies, practices, and technologies businesses utilize to manage and analyze customer interactions and data throughout the customer lifecycle. Effective CRM aims to improve customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. relationships, assist in customer retention, and drive sales growth. For a small retail boutique, CRM might involve tracking customer preferences, personalizing email marketing, and efficiently managing customer service requests. It is about understanding the customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. and optimizing every touchpoint.

Automation Role In Modern Smb Crm

The integration of automation into CRM is not about replacing human interaction entirely; rather, it is about augmenting human capabilities and optimizing resource allocation. Imagine a plumbing business receiving dozens of calls daily, many being routine inquiries about service availability or pricing. Automated systems can handle these initial interactions, filtering out urgent requests and providing instant answers to common questions. This allows the human team to focus on complex issues, emergency repairs, and building rapport with customers who require personalized attention.

Automation in CRM empowers SMBs to achieve scalability without proportionally increasing operational costs. As a business grows, manually managing customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. and interactions becomes increasingly cumbersome and prone to errors. Automation provides the infrastructure to handle larger volumes of customer data, interactions, and requests, ensuring consistent service quality even during peak periods. This scalability is vital for sustained growth and competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. in today’s fast-paced market.

Initial Automation Implementation For Smbs

For SMBs hesitant to embrace automation, starting small and strategically is key. Begin by identifying pain points in current CRM processes. Where is time being wasted? Where are customer interactions falling short?

Perhaps it’s in lead capture, where manually entering contact details from website forms is time-consuming. Or maybe it’s in follow-up communication, where inconsistent response times are leading to lost opportunities. These pain points are prime candidates for initial automation efforts.

Simple automation tools, such as automated email responses for inquiries or chatbots for basic website support, can deliver immediate benefits with minimal investment and technical expertise. These tools are often user-friendly and require little to no coding knowledge, making them accessible to SMBs with limited IT resources. The focus should be on achieving quick wins and demonstrating the tangible value of automation to build momentum and confidence for more advanced implementations.

Automation is not about impersonalization; it is about strategically reallocating human effort to where it matters most in customer relationships.

Benefits Of Automated Crm For Smbs

The advantages of automating CRM for SMBs Meaning ● CRM for SMBs represents a tailored Customer Relationship Management approach designed specifically for the operational scale and resource availability of Small and Medium-sized Businesses. extend beyond mere efficiency gains. Consider the enhanced customer experience. Automated systems ensure consistent and timely communication, reducing customer wait times and providing instant access to information. Personalized automated email campaigns, for example, can deliver relevant content to customers based on their past interactions and preferences, fostering a sense of individual attention even at scale.

Improved data management is another significant benefit. Automated CRM systems Meaning ● CRM Systems, in the context of SMB growth, serve as a centralized platform to manage customer interactions and data throughout the customer lifecycle; this boosts SMB capabilities. centralize customer data, eliminating data silos and providing a comprehensive view of each customer’s interactions with the business. This unified data repository enables better customer segmentation, targeted marketing campaigns, and data-driven decision-making. For an SMB, this data-driven approach can be transformative, moving beyond guesswork to informed strategies.

Cost reduction is a crucial factor for SMBs. Automation reduces the need for manual labor in repetitive CRM tasks, freeing up staff to focus on higher-value activities. Automated systems can also operate 24/7, providing customer support and handling inquiries outside of business hours without incurring overtime costs. These cost savings can be reinvested into other areas of the business, fueling further growth and innovation.

Potential Challenges And Mitigation

While the benefits are substantial, SMBs must also acknowledge potential challenges in automating CRM. One common concern is the initial setup and implementation. Choosing the right automation tools, integrating them with existing systems, and training staff can seem daunting. However, many CRM platforms are designed with SMBs in mind, offering user-friendly interfaces, comprehensive support resources, and scalable solutions that can grow with the business.

Another challenge is maintaining the human touch. Over-reliance on automation without careful consideration for customer experience can lead to impersonal interactions and customer dissatisfaction. The key is to strike a balance, using automation to handle routine tasks while preserving human interaction for complex issues and relationship-building opportunities. Regularly reviewing and refining automation workflows based on customer feedback Meaning ● Customer Feedback, within the landscape of SMBs, represents the vital information conduit channeling insights, opinions, and reactions from customers pertaining to products, services, or the overall brand experience; it is strategically used to inform and refine business decisions related to growth, automation initiatives, and operational implementations. is essential to ensure a positive customer experience.

Practical Smb Automation Examples

Imagine a small e-commerce store selling handcrafted goods. Automation can streamline several CRM processes. Order confirmations, shipping updates, and post-purchase follow-up emails can be fully automated, keeping customers informed and engaged without manual intervention. Abandoned cart emails, triggered automatically when a customer leaves items in their cart, can recover lost sales and improve conversion rates.

For a service-based SMB, such as a cleaning company, appointment scheduling and reminders can be automated. Customers can book appointments online through a self-service portal, and automated reminders can reduce no-shows and improve scheduling efficiency. Automated feedback surveys sent after each service appointment can gather valuable customer insights and identify areas for improvement. These practical examples demonstrate how automation can be tailored to various SMB needs and industries.

Future Of Smb Crm Automation

The future of CRM automation for SMBs Meaning ● Strategic tech integration for SMB efficiency, growth, and competitive edge. points toward increased sophistication and accessibility. Artificial intelligence (AI) and machine learning Meaning ● Machine Learning (ML), in the context of Small and Medium-sized Businesses (SMBs), represents a suite of algorithms that enable computer systems to learn from data without explicit programming, driving automation and enhancing decision-making. (ML) are becoming increasingly integrated into CRM platforms, enabling more advanced automation capabilities. AI-powered chatbots Meaning ● Within the context of SMB operations, AI-Powered Chatbots represent a strategically advantageous technology facilitating automation in customer service, sales, and internal communication. can handle more complex customer inquiries, personalize interactions in real-time, and even predict customer needs and preferences. These advancements will further empower SMBs to deliver exceptional customer experiences and compete effectively in the market.

As automation technologies become more affordable and user-friendly, even the smallest businesses will have access to powerful CRM automation Meaning ● CRM Automation, in the context of Small and Medium-sized Businesses (SMBs), refers to the strategic use of technology to streamline and automate Customer Relationship Management processes, significantly improving operational efficiency. tools. This democratization of technology levels the playing field, allowing SMBs to leverage automation to achieve growth and efficiency previously only accessible to larger corporations. Embracing automation is no longer a luxury but a strategic imperative for SMBs seeking sustainable success in the evolving business landscape.

In essence, automation in SMB CRM is about strategic empowerment, not impersonal replacement. It is about freeing human capital to focus on genuine connection, creativity, and strategic growth, while technology handles the necessary, but often time-consuming, routine tasks. For SMBs, this represents a path toward enhanced customer relationships, operational efficiency, and sustainable scalability.

Intermediate

The assertion that SMBs operate on personal relationships while large corporations rely on systems presents a misleading dichotomy. In reality, even the most relationship-centric SMB reaches a scaling inflection point where purely manual CRM becomes unsustainable, demanding a strategic infusion of automation to maintain both growth trajectory and customer intimacy.

Strategic Automation Alignment With Smb Growth

Automation within SMB CRM transcends mere task streamlining; it represents a strategic realignment of resources to facilitate scalable growth. Consider a rapidly expanding SaaS startup initially managing customer onboarding and support through manual email exchanges and spreadsheets. As their customer base explodes, this approach becomes untenable, leading to delayed response times, inconsistent onboarding experiences, and ultimately, customer churn. Strategic automation, implemented proactively, anticipates this growth trajectory, establishing robust systems capable of handling increased volume without sacrificing service quality.

Aligning automation strategy with overall SMB growth objectives requires a nuanced understanding of business processes and customer journey mapping. Identify critical touchpoints where automation can deliver maximum impact, focusing on areas that directly influence customer satisfaction and retention. This might involve automating lead nurturing sequences, implementing intelligent chatbots for 24/7 support, or deploying automated feedback mechanisms to continuously refine customer experience. The key is to prioritize automation initiatives Meaning ● Automation Initiatives, in the context of SMB growth, represent structured efforts to implement technologies that reduce manual intervention in business processes. that demonstrably contribute to key growth metrics.

Advanced Crm Automation Tools And Platforms

Moving beyond basic automation, SMBs should explore advanced CRM platforms offering sophisticated features tailored to their evolving needs. These platforms often incorporate functionalities like marketing automation, sales automation, and service automation within a unified ecosystem. Marketing automation allows for personalized campaign orchestration across multiple channels, nurturing leads and driving conversions with targeted messaging. Sales automation streamlines the sales process, from lead qualification to deal closure, enhancing sales team productivity and efficiency.

Service automation empowers SMBs to deliver exceptional customer support at scale. Intelligent ticketing systems, knowledge base integration, and AI-powered chatbots enable faster issue resolution, proactive support, and personalized customer interactions. Selecting the right CRM platform involves careful evaluation of features, scalability, integration capabilities, and alignment with specific SMB industry requirements. Investing in a robust and adaptable platform is a strategic decision that underpins long-term CRM automation success.

Data Driven Personalization Through Automation

Automation facilitates a level of data-driven personalization Meaning ● Data-Driven Personalization for SMBs: Tailoring customer experiences with data to boost growth and loyalty. previously unattainable for many SMBs. By capturing and analyzing customer data across various touchpoints, automated CRM systems enable businesses to segment their customer base and deliver highly targeted and relevant experiences. Consider an online fashion retailer utilizing CRM automation to track customer browsing history, purchase patterns, and demographic information. This data can be leveraged to personalize product recommendations, tailor email marketing campaigns, and even dynamically adjust website content based on individual customer preferences.

Personalization extends beyond marketing communications; it permeates the entire customer journey. Automated workflows Meaning ● Automated workflows, in the context of SMB growth, are the sequenced automation of tasks and processes, traditionally executed manually, to achieve specific business outcomes with increased efficiency. can trigger personalized onboarding sequences for new customers, provide proactive support based on identified customer segments, and even personalize customer service interactions by providing agents with real-time customer insights. This level of personalization fosters stronger customer relationships, increases customer loyalty, and drives repeat business. However, ethical considerations regarding data privacy Meaning ● Data privacy for SMBs is the responsible handling of personal data to build trust and enable sustainable business growth. and transparency must be paramount in implementing data-driven personalization strategies.

Strategic CRM automation is not about replacing human interaction; it is about amplifying its effectiveness through data-driven personalization and optimized resource allocation.

Measuring Roi Of Crm Automation Initiatives

Demonstrating the return on investment (ROI) of CRM automation initiatives is crucial for securing buy-in and justifying ongoing investment. Quantifiable metrics, such as increased sales conversion rates, reduced customer churn, improved customer satisfaction scores (CSAT), and decreased customer service costs, provide concrete evidence of automation’s impact. Tracking key performance indicators (KPIs) before and after automation implementation Meaning ● Strategic integration of tech to boost SMB efficiency, growth, and competitiveness. allows for a clear assessment of performance improvements.

Beyond direct financial metrics, consider the qualitative benefits of CRM automation. Improved employee productivity, enhanced data visibility, and increased scalability contribute to long-term business value, even if they are not immediately reflected in revenue figures. A comprehensive ROI analysis should encompass both quantitative and qualitative benefits, providing a holistic view of automation’s contribution to SMB success. Regularly monitoring and reporting on ROI ensures that automation initiatives remain aligned with business objectives and deliver tangible value.

Integrating Automation With Existing Smb Systems

Seamless integration of CRM automation with existing SMB systems is paramount for maximizing efficiency and avoiding data silos. Consider the integration of CRM with accounting software, e-commerce platforms, and marketing tools. Data synchronization across these systems ensures a unified view of customer interactions, financial transactions, and marketing campaign performance. API integrations, webhooks, and pre-built connectors facilitate data exchange and workflow automation across disparate systems.

A phased approach to integration is often advisable, starting with critical systems and gradually expanding integration scope. Thorough planning, data mapping, and testing are essential to ensure smooth integration and data accuracy. Investing in integration expertise, either in-house or through external consultants, can significantly streamline the integration process and mitigate potential challenges. Successful system integration unlocks the full potential of CRM automation, creating a cohesive and efficient operational ecosystem.

Addressing Smb Employee Adoption And Training

Successful CRM automation implementation Meaning ● CRM Automation Implementation: Streamlining customer interactions and business processes for SMB growth and enhanced customer experiences. hinges not only on technology but also on employee adoption and effective training. Resistance to change, lack of understanding, and inadequate training can hinder automation initiatives, even with the most sophisticated tools. Proactive change management strategies, clear communication of automation benefits, and comprehensive training programs are crucial for fostering employee buy-in and maximizing system utilization.

Tailored training programs, catering to different roles and skill levels, ensure that employees are proficient in using the new CRM system and automation workflows. Hands-on training, ongoing support, and readily accessible documentation empower employees to confidently embrace automation and leverage its capabilities to enhance their productivity and customer interactions. Employee feedback should be actively solicited and incorporated into training and system refinement, fostering a culture of continuous improvement and user-centric automation.

Ethical Considerations In Crm Automation

As SMBs increasingly leverage CRM automation, ethical considerations surrounding data privacy, transparency, and algorithmic bias become paramount. Collecting and utilizing customer data responsibly, adhering to data privacy regulations Meaning ● Data Privacy Regulations for SMBs are strategic imperatives, not just compliance, driving growth, trust, and competitive edge in the digital age. (e.g., GDPR, CCPA), and ensuring transparency in data usage practices are essential for building and maintaining customer trust. Clearly communicating data collection practices, providing opt-in/opt-out options, and safeguarding customer data are ethical imperatives.

Algorithmic bias, inherent in some AI-powered automation systems, can lead to unfair or discriminatory outcomes if not carefully addressed. Regularly auditing automation algorithms for bias, ensuring fairness and equity in automated decision-making, and implementing human oversight Meaning ● Human Oversight, in the context of SMB automation and growth, constitutes the strategic integration of human judgment and intervention into automated systems and processes. in critical processes are crucial for mitigating ethical risks. Ethical CRM automation Meaning ● Ethical CRM Automation represents the strategic deployment of Customer Relationship Management systems in Small and Medium-sized Businesses (SMBs), guided by a commitment to transparency, fairness, and respect for customer data privacy. is not merely about compliance; it is about building sustainable and responsible customer relationships Meaning ● Customer Relationships, within the framework of SMB expansion, automation processes, and strategic execution, defines the methodologies and technologies SMBs use to manage and analyze customer interactions throughout the customer lifecycle. based on trust and respect.

In essence, intermediate-level CRM automation for SMBs moves beyond basic efficiency gains to strategic alignment with growth objectives. It involves leveraging advanced tools, data-driven personalization, and robust ROI measurement, while proactively addressing integration, employee adoption, and ethical considerations. This sophisticated approach positions SMBs to leverage automation as a powerful enabler of sustainable growth and enhanced customer relationships in a competitive landscape.

Advanced

The simplistic narrative of automation as a purely efficiency-driven mechanism overlooks its profound impact on reshaping SMB organizational culture Meaning ● SMB Organizational Culture is the unique personality of a small to medium business, shaping its operations and influencing its success. and fundamentally altering the dynamics of customer relationship management within a digitally transformed ecosystem. Advanced CRM automation, therefore, becomes less about task automation and more about strategic organizational metamorphosis.

Transformative Impact Of Automation On Smb Culture

Advanced CRM automation transcends operational improvements; it catalyzes a cultural shift within SMBs, fostering a data-centric, customer-obsessed, and agile organizational ethos. Consider a traditional manufacturing SMB transitioning to a digitally enabled service model. Implementing advanced CRM automation Meaning ● Advanced CRM Automation, within the SMB framework, signifies the strategic use of technology to streamline and optimize customer relationship management processes. necessitates a fundamental change in mindset, moving from product-centricity to customer-centricity. Data-driven insights gleaned from automated CRM systems inform product development, service delivery, and overall business strategy, embedding customer feedback loops into the organizational DNA.

This cultural transformation extends to employee roles and responsibilities. Automation liberates employees from mundane, repetitive tasks, empowering them to focus on higher-value, strategic activities such as complex problem-solving, relationship building, and innovation. This shift requires investment in employee upskilling and reskilling, fostering a culture of continuous learning and adaptation. The ultimate outcome is a more engaged, empowered, and strategically aligned workforce, driving customer-centric innovation and organizational agility.

Hyper Personalization And Predictive Crm Automation

Advanced CRM automation unlocks the potential for hyper-personalization, moving beyond basic segmentation to individualized customer experiences delivered at scale. Leveraging AI and machine learning algorithms, predictive CRM Meaning ● Predictive CRM leverages data analytics and machine learning to forecast future customer behavior and sales trends, empowering SMBs to proactively tailor interactions, optimize marketing campaigns, and anticipate customer needs, facilitating sustained growth. automation anticipates customer needs, preferences, and behaviors, enabling proactive and preemptive engagement. Imagine a financial services SMB utilizing predictive CRM to identify customers at risk of churn based on behavioral patterns and transactional data. Automated workflows can trigger personalized interventions, such as proactive outreach, tailored financial advice, or customized service offerings, significantly enhancing customer retention.

Hyper-personalization extends to real-time interactions. AI-powered chatbots can analyze customer sentiment, context, and historical data to deliver highly personalized and contextually relevant responses in real-time. Dynamic content personalization on websites and mobile apps adapts to individual customer profiles, creating bespoke digital experiences.

This level of personalization fosters deep customer engagement, builds brand loyalty, and drives significant competitive advantage. However, the ethical implications of hyper-personalization, particularly concerning data privacy and algorithmic transparency, demand rigorous consideration and responsible implementation.

Advanced CRM automation is not merely about efficiency or personalization; it is about fundamentally reshaping SMB organizational culture and customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. paradigms within a digitally transformed landscape.

Algorithmic Crm And Ai Driven Decision Making

Advanced CRM automation increasingly relies on algorithmic CRM Meaning ● Algorithmic CRM, in the context of SMB growth, represents the strategic implementation of intelligent algorithms to automate and enhance customer relationship management processes. and AI-driven decision-making to optimize customer interactions and business outcomes. AI algorithms analyze vast datasets to identify patterns, predict trends, and automate complex decision processes. Consider a logistics SMB utilizing algorithmic CRM to optimize delivery routes, predict potential delays, and proactively communicate with customers. AI-powered sentiment analysis can automatically categorize customer feedback, identify emerging issues, and trigger alerts for immediate attention.

AI-driven decision-making extends to strategic CRM initiatives. Machine learning models can predict customer lifetime value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. (CLTV), identify high-potential customer segments, and optimize marketing spend allocation across different channels. Algorithmic CRM empowers SMBs to make data-driven decisions with speed and precision, enhancing operational efficiency, improving customer experience, and maximizing ROI. However, the “black box” nature of some AI algorithms necessitates careful validation, monitoring, and human oversight to ensure transparency, accountability, and ethical application.

Crm Automation For Cross Channel Customer Journeys

In today’s omnichannel environment, advanced CRM automation is essential for orchestrating seamless and consistent customer experiences across multiple channels. Customers interact with SMBs through websites, mobile apps, social media, email, phone, and in-person channels. Advanced CRM platforms provide a unified view of the customer journey across all touchpoints, enabling consistent messaging, personalized interactions, and seamless channel transitions.

Consider a hospitality SMB utilizing CRM automation to manage customer interactions across booking platforms, website inquiries, mobile app engagement, and on-site service interactions. Automated workflows ensure consistent service delivery, personalized communication, and a cohesive brand experience across all channels.

Cross-channel CRM automation requires sophisticated data integration, workflow orchestration, and channel synchronization capabilities. Customer journey mapping, identifying critical touchpoints and channel preferences, is essential for designing effective cross-channel automation strategies. Personalized messaging, consistent branding, and seamless channel transitions enhance customer experience, build brand loyalty, and drive customer lifetime value. However, maintaining data privacy and security across multiple channels requires robust security protocols and compliance measures.

Scalable Crm Automation Architectures For Smbs

As SMBs grow and evolve, their CRM automation architectures must be scalable and adaptable to accommodate increasing data volumes, user demands, and business complexity. Cloud-based CRM platforms offer inherent scalability, allowing SMBs to easily scale resources up or down based on fluctuating needs. Microservices architectures, containerization technologies, and serverless computing enable modular and flexible CRM automation deployments. Consider a rapidly growing e-commerce SMB utilizing a scalable CRM architecture to handle peak season traffic, manage expanding product catalogs, and accommodate increasing customer data volumes.

Scalable CRM automation architectures prioritize performance, reliability, and resilience. Load balancing, redundancy, and disaster recovery mechanisms ensure continuous CRM system availability and data protection. API-driven architectures facilitate seamless integration with other business systems and third-party applications, enabling extensibility and customization. Investing in a scalable and future-proof CRM automation architecture is a strategic imperative for SMBs seeking sustained growth and long-term competitiveness in a dynamic business environment.

Security And Compliance In Advanced Crm Automation

Advanced CRM automation, particularly with its reliance on data-driven personalization and AI-driven decision-making, necessitates robust security measures and strict compliance with data privacy regulations. Protecting sensitive customer data from unauthorized access, breaches, and cyber threats is paramount. Implementing multi-factor authentication, encryption, access controls, and intrusion detection systems are essential security practices. Regular security audits, vulnerability assessments, and penetration testing ensure ongoing security posture.

Compliance with data privacy regulations, such as GDPR, CCPA, and other regional and industry-specific regulations, is not merely a legal obligation but also a matter of ethical responsibility and customer trust. Implementing data anonymization, pseudonymization, and data minimization techniques enhances data privacy. Providing transparent data usage policies, obtaining explicit customer consent for data collection and processing, and facilitating data subject rights requests are crucial compliance measures. Robust security and compliance frameworks are foundational to building trust and maintaining ethical CRM automation practices.

Future Trends In Crm Automation And Smb Evolution

The future of CRM automation for SMBs points towards even greater integration of AI, machine learning, and emerging technologies. The convergence of CRM with technologies like the Internet of Things (IoT), blockchain, and augmented reality (AR) will unlock new possibilities for customer engagement and service delivery. Imagine a retail SMB utilizing IoT sensors to track customer in-store behavior, personalize shopping experiences, and optimize store layouts.

Blockchain technology can enhance data security and transparency in CRM processes. AR applications can provide immersive customer experiences and personalized product demonstrations.

The evolution of CRM automation will be driven by a relentless pursuit of enhanced customer experience, operational efficiency, and data-driven insights. SMBs that proactively embrace these advancements, invest in talent and technology, and cultivate a culture of continuous innovation will be best positioned to thrive in the increasingly competitive and digitally transformed business landscape. The future of SMB CRM is not merely automated; it is intelligent, predictive, personalized, and deeply integrated into the fabric of the customer-centric organization.

In essence, advanced CRM automation for SMBs represents a strategic organizational transformation, moving beyond basic task automation to encompass cultural change, hyper-personalization, AI-driven decision-making, cross-channel orchestration, scalable architectures, and robust security and compliance frameworks. This holistic and sophisticated approach empowers SMBs to not only compete but to lead in the evolving landscape of customer relationship management.

References

• Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson Education, 2016.
• Buttle, Francis. Customer Relationship Management ● Concepts and Technologies. 3rd ed., Routledge, 2015.
• Newell, Frederick. Why CRM Doesn’t Work ● How to Win by Letting Customers Manage the Relationship. 2nd ed., McGraw-Hill Education, 2010.