Accelerating Customer Relationships: Using CRM and Relationship Technologies™

Chapter 2. Defining Your CRM Process

In this chapter, we will define more clearly the elements and benefits of the CRM process and point out the changes and identify the requirements these elements of the process put on the underlying Information Technology and supporting systems.

But before we begin to define and describe the CRM process, it may be of value to discuss the major phases of marketing that have occurred in the past 50 years and will occur for some decades to come. Let’s review the illustration on marketing evolution from our experiences (Figure 2-1).

Figure 2-1. Marketing evolution with characteristics and technology attributes.

Mass ...