Inside the Briefcase

The 5 Most Common Application Bottlenecks

The 5 Most Common Application Bottlenecks

Application bottlenecks can lead an otherwise functional computer or...

How Machine Learning Helps Improve the Security Industry

How Machine Learning Helps Improve the Security Industry

We’ve been moving more and more towards computerized processes...

Transformation on a Global Scale

Transformation on a Global Scale

Necessity may be the mother of invention, but it’s...

IT Briefcase Exclusive Interview: As Container Adoption Swells, So Do Security Concerns

IT Briefcase Exclusive Interview: As Container Adoption Swells, So Do Security Concerns

Fei Huang, NeuVector
In this Fresh Ink interview segment,...

6 Marketing Strategies for Your Small Business

6 Marketing Strategies for Your Small Business

One of the main problems facing small businesses is...

CRM: The Most Important Relationship is with the Customer, Not the Data

June 2, 2011 No Comments

When we discuss Customer Relationship Management (CRM) it’s often in the context of technology. But technology is only one element, and not the hardest one to grasp.

CRM is about people, processes and technology, and in that order. It’s a discipline that’s practiced even without technology. Ever had a clerk or a waiter remember your name? That’s CRM. Gotten a break on a price from someone you do regular business with? That’s CRM. Received a note or an email letting you know that something you asked about is now in stock? That’s CRM, too.

But scaling those relationship moments requires technology — and that’s where CRM often runs into problems. A disturbing percentage of CRM implementations — between 40 and 80 percent, if you believe the industry researchers — ends in “failure.”

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