Like many management innovations, a multitude of spins on the subject often rapidly emerge and can create distortions, myths, and misunderstanding of the true application and worth of the innovation.
CRM is no exception. Firstly, it is neither new nor an innovation. Any marketing orientated company can vouch for that where the customer has always been the center of their universe, and continuously seeking out and meeting customer needs (if not their wants) their mantra.
Secondly, the thrust of the drive to put CRM on the management agenda has largely been through software companies’ marketing proprietary CRM systems. Certainly these systems have made a real step change in data processing in capturing, storing, marshalling, ...
Get Customer Relationship Management 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.
