David R. Laube and Raymond F. Zammuto [Archive.org URL]

In the past, CRM has followed a basic balanced scorecard technique involving four categories: customer, financial, operations, and people. From an inside-out perspective, organizations first analyzed the needs and capabilities of operations and their people to determine what could be delivered to the customer. From that, they drew conclusions and predictions to determine the impact on the financial category. As this has changed, so have the priorities. Now the focus is first on the customers.

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