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“Why is there such an intense focus on customer relationship management, or CRM? The simple (yet highly compelling) reason: profits. Study after study reveals a proven link between how effectively a company interacts with its customers and its financial performance. As a result, spending on CRM initiatives has soared. Yet more money spent does not connote more or better results.
In this paper, we lay out the facts about customer relationship management-what CRM is, what it is not, and what its future could hold for most businesses. We begin with a proposed change in thinking, asking executives to take a lifecycle view of a CRM implementation, much like a product lifecycle, that is fluid and able to change as customers’ needs and desires change.”
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