Customer Relationship Management
You will no doubt be aware of the 'buzz' surrounding something called CRM or customer
relationship management. In some cases it might be referred to as ERM ( enterprise
relationship management), customer loyalty, or even the customer experience.
It all means the same thing.
"How do I/we make money?"
Essentially all the terms above are concerned with the long term profitability of
customers. There are many proponents of this and their various approaches often
concentrate on one aspect or another. Software companies try to brand CRM as a software
solution and many businesses have bought on this basis only to discover that , in
fact, it is a way of doing business. So the processes, organisation, strategy, technology,
data, information, governance, branding and performance indicators all need to be
Thoughtcrew takes a trouble-shooter position in this marketplace. Using our extensive
CRM experience, our role is to help
you cut through the jargon and help identify
the aspects that are appropriate to your
business. We will tell you if CRM is appropriate to your type of product or service
(there are a number where customers do not want a 'relationship'). We are also particularly
good at sorting out CRM projects that haven't quite gone according to plan!
Key words: CRM, ERM, Customer relationship management, customer loyalty, customer
experience, Siebel, business intelligence, balanced scorecard
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