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Article: We need to focus on relationship marketing and forget about CRM. (Comment).(customer relationship management)
- Article from:
- Precision Marketing
- Article date:
- February 14, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. 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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Much has been written about customer relationship management (CRM) and its shortcomings. Tom Siebel (of Siebel Systems) declared at the recent DCI conference in New York: "CRM is no more". And nearly two years ago, the Forrester Group said CRM was becoming "the new corporate horror flick."
Despite much talk about CRM, many companies are still not entirely sure how it works. But are CRM strategies the best way to move businesses forward?
So if we are becoming disillusioned with CRM, where do we go next?
We need to move away from the phrase CRM, particularly as the M in CRM does not refer to Marketing, but Management. But we still need to focus ...