Stories by Erin Kinikin

Keeping the customer at the centre of CRM

CRM often stands for 'clear as mud' for companies attempting to get beyond vendor hype to clear, actionable customer strategies. Customer relationship management is essentially about optimising customer relationships, creating mutually beneficial interactions that attract new customers, keeping existing customers, and increasing customer value. Clever names (enterprise relationship management, Internet relationship management, e-CRM) and ‘must have' technology-features tend to turn complex business issues into simplistic technology choices- if companies can even understand the differences.

Keeping the Customer at the Center of CRM

CRM often stands for "clear as mud" for companies attempting to get beyond vendor hype to clear, actionable customer strategies. Customer relationship management is essentially about optimizing customer relationships, creating mutually beneficial interactions that attract new customers, keeping existing customers, and increasing customer value. Clever names (enterprise relationship management, Internet relationship management, e-CRM) and "must have" technology-features tend to turn complex business issues into simplistic technology choices -- if companies can even understand the differences.