Chapter 2. CRM: A Working Definition
Defining Customer Relationship Management (CRM) is not an easy task. Coined in the mid-1990s and heavily promoted during in the late-1990s, the term CRM still means different things to different people. While ISM is convinced that there is no one correct definition of CRM, and that the definition of CRM will evolve and change over time, here is our definition for this year's Guide:
“CRM” integrates people, process, and technology to maximize relationships with all customers. CRM is a comprehensive approach that provides seamless coordination between all customer-facing functions. CRM increasingly leverages the Internet.
ISM can't stress enough the importance of the people, process, and technology integration ...
Get CRM Automation 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.
