CRM Fundamentals

Defining CRM

For businesses, the world is growing more and more competitive, at a relentless pace. Technological innovation lowers barriers to entry, once specialized products and services become commodities, every market is suddenly crowded. The customer experience is becoming more important to businesses as a differentiator; at the same time the customer himself grows more sophisticated, more demanding, and less loyal.

To succeed, businesses need to run more efficiently than their competition, their people must be more productive and effective, and their products and services must be more closely aligned to their customer’s needs. They must make more “right” decisions, and they must make them more quickly. This high level of performance requires ...