CRM is a phrase to that has come to have many interpretations. One of the best definitions we have seen comes from American Airlines:

"CRM is a long term business philosophy that focuses on:

- Collecting, understanding and utilizing customer information intelligently.
- Treating different customers differently and providing a higher level of service for our best customers.
Using these two together to create customer loyalty”

In truth few companies have fully or even substantially realised this goal. Dell Computers is an example of a business that has got close.

In the first wave of CRM in the 1990’s much was promised but less delivered as first large then medium sized companies tried to remodel their entire businesses to fit the CRM philosophy. Today it is recognised that the big bang approach was too much change too quickly and a more practical, less ambitious approach has proven more successful in the second wave of CRM.

Software prices have fallen and computer processing power has increased dramatically since the 90s, so that now even a small business can afford to streamline sales, marketing and customer service processes using modern software. The benefits of putting in an organisation wide system are extremely attractive – reduced costs of sale, improved targeting, enhanced customer service – but precisely because these systems do go across so many areas means that putting in a CRM system is still fraught with possibilities for things to go wrong, or at least for the system to fail to meet expectations.

There are a number of areas where Martrain may be able to help you maximise the benefits of a CRM project. Click here for more information.

See also:
CRM consulting | CRM Manager workshop | Customer Data

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