The term CRM (Customer Relationship Management)
has been hi-jacked by the software industry so that today
it is most commonly associated with software programmes and
those that sell them. Although the capability and flexibility
of such software can contribute much to the effectiveness
and day to day working of customer management processes, customer
relationship management is clearly about far more than IT
It is our view that CRM software (where applicable) is excellent
for enabling various elements of a Customer Management Strategy.
The flexibility provided by recent CRM packages can be unsurpassed
- Providing users with "Fast Access"
to customer knowledge.
- Monitoring purchasing and other buyer
patterns and providing alerts.
- Measuring and tracking "open"
demands, issues and tasks.
- Gaining a "Customer View"
of the various data held and functions undertaken by an
As a note of caution, many organisations set
off down the path of investing heavily and installing CRM
systems with unclear goals in mind. This results in poor tailoring
and lack of Return on Investment.
Refer to Imonic Services CRM