CRM Overview

Christopher Helm

This paper covers the basic elements and advantages of a customer relationship management strategy. Following a brief history of customer relationships and the new 'customer-centric' economy, the best methods for planing and implementing a CRM strategy are discussed, as are the likely benefits to ROI of employing such an approach.

CRM Overview

Christopher HelmPeppers and Rogers

As we enter the 21st century, the new economy is becoming increasingly customer-centric. Building long-term, loyal relationships with customers is the key to profitability.

Although one-to-one relationships are not new to business, new technologies, in particular the computer and the Internet, along with the growth of e-commerce, have made one-to-one connections between vendor and consumer once again possible. Over the past decade, Customer Relationship Management (CRM) has become the bridge by which vendors get, keep, and grow customers.

In turn, these relationships translate into increasing Return on Investment (ROI). For some companies, however,...

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