There have been a number of definitions quoted from the 1990s when CRM first came onto the radar screen, and since then, it has entered the regular vocabulary of business. It is worth visiting and exploring these prior to focusing on the definition I will be using as the focal point for this book.
Let us start by tabling some of the CRM “sound bites” of comments commonly aired within the business and academic worlds:
1. Information technology companies have tended to use the term CRM to describe the software applications that are used to support the marketing, selling, and service functions of business. It’s a technology used to manage interactions with customers and potential customers at each stage of the customer journey ...
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