Getting to the Bottom of CRM

You have no doubt heard a lot of talk about customer relationship management and how important it is to building solid business, particularly in the so-called new economy. Hearing about it is one thing; understanding it  is something else entirely. I would like to take this opportunity to explain what CRM  really is and offer a way to implement it. Perhaps it would be better to explain what it isn’t first and then try to define it in such a way where it will be acceptable to everyone.

Discussing this question with others, I found that many define CRM as Siebel, Clarify, Goldmine or a variety of other applications. I have been told that CRM is an enterprise customer database or data warehouse. Some people believe that it is campaign management, and some say it is their new website that allows customers to review and purchase their products over the Internet. And some readily (and candidly) admit that they have no idea what it is.

My definition of CRM as a business strategy sometimes falls on deaf ears. Some people really hope that CRM is simply an application or some other software that they can load up on their thin client, and customers will automatically start to order their products.