What is Customer Relationship Management ? There has been a tendency in the past to view CRM purely as a type of technology or software solution rather than as a business strategy. This has led to a number of failed and costly implementations. There are many technological and software components to CRM, but thinking about CRM in primarily technological terms is a mistake. It’s more appropriate to view CRM as a business strategy designed to reduce costs and increase profitability, where the technology is used to enable and automate the associated processes involved in driving that business strategy.
True CRM brings together information from all data sources within an organisation (and where appropriate, from outside the organisation) to give one holistic view of each customer in real time. This allows sales and office staff as well as principals to track everything that is happening with a particular client or for a range of clients.