Gary Lemke
President
RealMarket
glemke@realmarket.com
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As
Seen in CUSTOMER Support Management magazine - September 2001
issue.
Demand Chain Management: The New CRM?
DCM may not replace CRM, but it certainly will be enhancing it.
I like DCM because it highlights two elements CRM underplays: integration with the overall business, and a more business-oriented emphasis on customer demand.
A year ago, when I penned "Has CRM Lost its Mojo?" [CRM Trends, July/Aug 2000] CRM was hip, exciting, and the center of attention. Yet somewhere along the way, the luster dimmed, even though CRM is still
alive and growing. Last year, it even took a back seat to eBusiness initiatives. At the time, in fact, it seemed that CRM was destined to become an ugly stepchild of eBusiness. Some actually quipped that the best way to get a CRM project approved was to call it an "eBusiness initiative." And in many companies, attention shifted from managing customers to managing eBusiness (and presumably eCustomers).
This year, analysts have flogged CRM once again with claims that more than half of CRM implementations end in failure. Just how many hits can this market moniker take?
Does CRM = Death?
FULL ARTICLE
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