CRM Overview
Regardless of the industry, organizations have flocked to the concept of CRM. They’ve jumped on the bandwagon in an attempt to migrate from a product-centric orientation to one that is driven by customer needs. Although all-encompassing terms such as customer relationship management sometimes seem ambiguous and/or overly ambitious, the premise behind CRM is far from rocket science. It’s based on the simple notion that the better you know your customers, the better you can maintain long-lasting, valuable relationships with them. The goal of CRM is to maximize relationships with your customers over their lifetime. It entails focusing all aspects of the business, from marketing, sales, operations, and service, on establishing and sustaining mutually beneficial customer relations. To do so, the organization must develop a single, integrated view of each customer.
CRM promises significant returns for organizations that embrace it, both for increased revenue and operational...