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"Taking the R out of CRM"
by Swallow Information Systems
It seems nowadays that as long as customer data is involved somewhere in the business process, the method is branded CRM (Customer Relationship Management). Let's face it- CRM is not a new strategy For over a century, the local grocer has been ensuring that customers get the correct necessities every week. Nevertheless, CRM seems to be a buzz phrase that many professionals feel can be executed primarily by the implementation of customer service-related software.
No amount of IT can establish a true business-to-consumer relationship. Instead, it is a two-way interaction that depends as much on the consumer as on those trying to manage him. E-commerce has shifted the balance of power to the customer, which has made it very difficult for businesses to get CRM right. After all, CRM is a strategy that provides the opportunity for success, but it does not guarantee it.
Too many companies have hitched a ride on the e-commerce bandwagon without thinking through what the customer wants from the relations
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