generally accepted purpose of Customer Relationship
Management (CRM) is to enable organizations to better
manage their customers through the introduction of reliable
systems, processes and procedures for interacting with
|CRM is a business approach that integrates People,
Processes and Technology to maximize the relations
of an organization with all types of customers.
The true value of CRM is to transform strategy,
operational processes and business functions in
order to retain customers and increase customer
loyalty and profitability.
Aris Pantazopoulos - Founder, CRM Today
In today's competitive business environment, a successful
CRM strategy cannot be implemented by only installing
and integrating a software package designed to support
CRM processes. A holistic approach to CRM is vital for
an effective and efficient CRM policy. This approach
includes training of employees, a modification of business
processes based on customers' needs and an adoption
of relevant IT-systems (including software and maybe
hardware) and/or usage of IT-Services that enable the
organization or company to follow its CRM strategy.
CRM-Services can even replace the acquisition of additional
hardware or CRM software-licences.
The term CRM is used to describe either the software
or the whole business strategy (or lack of one) oriented
on customer needs. The main misconception of CRM is
that it is only software, instead of whole business
Major areas of CRM focus on service automated processes,
personal information gathering and processing, and self-service.
It attempts to integrate and automate the various customer
serving processes within a company.