Chapter 1. Customer Relationship Management (CRM)—An Overview
Understanding the CRM industry has become increasingly complex. The overall CRM industry grew in excess of 40 percent per year from 1995 to 2000. This rapid growth attracted many new players to the industry, which led to numerous new vendor offerings. In an effort to achieve differentiation, many new business functional modules have been developed along with new and complex technology alternatives. It has become difficult to answer the simple question “What type of CRM program is best for me?”
Despite the negative impact of the current economic slowdown on overall CRM industry growth, which decreased in 2001 to between 15–20 percent, ISM and other leading CRM analysts forecast that ...
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