Gaining the most from your CRM technologies.(customer relationship management)(Brief Article)

MUCH HAS BEEN WRITTEN ON the merits of customer relationship management [CRM] technology and the importance of CRM to long-term success. But, whether traditional CRM technologies are delivering what they promise is another question.

Part of the challenge is that CRM is not a one-time event that can be solved with an off-the-shelf CRM software package.

Instead it must be viewed as a continuous objective adopted across the entire organisation. The concept of CRM also needs to be property understood. It is less about making a customer loyal, and more about buil