CRM Is an Attitude, Not a System


When one hears the acronym CRM, one is immediately drawn to a piece of software that records who the customer is and when we last spoke to them or the copy of a recent e-mail. That is true in that a Customer Relationship Management (CRM) System does record interactions with a customer but if one thinks of CRM only as a piece of software then a significant part of what a CRM System can do for a company is lost.

The critical element of a CRM System is the data and, equally, so the recording and accuracy of that data. Capturing not just the exchanges between customer and supplier but critical data such as the contact’s preferences, their position within the hierarchy of the company and their role ...

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