customer relationship management summary

The manner in which a customer deals with your organisation has changed dramatically with time. Initially your organisation was small scale, centred locally and delivered products and services to customers that were known personally. Customer centricity has returned! Technology has stepped into this chasm and Customer Relationship Management, if implemented correctly, has allowed early adopting organisations to serve customers to a standard previously unattainable and to win/manage/optimise their relationship much more effectively.

To offer the kind of customer centric experience companies must open up their CRM infrastructure to their suppliers. In this manner CRM mirrors e-business development. The purpose of this short paper is to introduce Customer Relationship Management as an business integration process that builds relationships.