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Article: The many faces of CRM. (A LIMRA Special Feature).(customer relationship management)
- Article from:
- LIMRA's Market Facts
- Article date:
- March 22, 2001
- Author:
CopyrightCOPYRIGHT 2001 Life Insurance Marketing Research Association (LIMRA International). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) is the most talked-about concept since marketing databases were invented in the early 1980s. Sometimes called eCRM -- the e stands for enterprise -- CRM is a process that provides a 360-degree view of the customer relationship, encompassing all customer touch points, involving all business processes, and incorporating all communications media and sales channels.
CRM is often used interchangeably with "one-to-one marketing," a term coined by Don Peppers and Martha Rogers to describe a customer experience that addresses individual customer needs in an individualized fashion.
In almost all business situations, it is ...