CRM - Customer Relationship Management
The latest corporate buzzword. This is big company stuff, but you'd
better know what they're doing and why.
CRM is the latest enterprise buzzword, stealing the spotlight from
ERP (Enterprise Resource Planning), which itself had
displaced MRP (Material Requirement Planning).
There is nothing uniquely new about what CRM is, except the buzzword itself,
but the buzzword greatly helps market the services of SIEBEL, the dominant
company in the CRM business.
CRM is designed for large companies that have multiple product or
service lines provided by more or less independent profit centers, especially
when these profit centers may do business with the same customers. What CRM
Retrofitting CRM onto the existing systems of a diversified organization
is no simple task, and means spending a lot of money - a really whole lot of
money - but the "single face" aspects of CRM are held sufficiently worthwhile
to justify the expense.
- Provide a single face for the company. All calls go in through the same
phone number and can easily be directed to the correct call center group, and
easily transferred from one group to another.
- Provide each profit center with information on the total value of the
customer. That way, a profit center will not (we hope) piss off a customer
they do little business with when the same customer is doing mondo business
with another profit center.
- Provides a single customer database for "data mining" that covers the
activities of all profit centers.
- Improves cross marketing and coordinated sales efforts across the
boundaries of the individual profit centers.
©:Andrew Grygus - Automation Access
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