Chapter 1 Understanding CRM

DOI: 10.4324/9781003148388-1

First of all I would like to make it clear that CRM is a marketing challenge and not at all an IT matter. This concept will be developed through the book, aiming to eliminate the confusion that we are just talking about software. While this is an introductory chapter, it is expected to provide an overview of the “Reason Why” and some background of the CRM.

For this reason the topics covered in this chapter are as follows:

  • Introduction to the book
  • About CRM
  • Why so many people are not fully aware of what CRM is
  • Introducing the concept of CRM
  • The “Reason Why” of CRM
  • Why CRMs tools are not all the same
  • Our Idea of CRM
  • How CRM became popular: a bit of storytelling
  • The tool for Relationship ...

Get Customer Relationship Management (CRM) for Medium and Small Enterprises now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.