Why CRM is about caring, not technology

Peter Rosenwald

Peter Rosenwald, author of Accountable Marketing: The Economics of Data-driven Marketing, explores the cost/benefit relationship of CRM.

Why CRM is About Caring, Not Technology

Peter RosenwaldConsult Partners, a strategic marketing consultancy

You certainly have to admire the salesmanship of the software and system-integration purveyors. They have transformed the simple, ancient art of taking extra care of your current customers and making them feel that care through catering to their wants and needs, into an increasingly technology-driven industry.

No aspect of the marketing continuum that begins with brand advertising and runs the gamut through sales promotion and direct and data-driven marketing has received more hype in the past decade than customer relationship management (CRM). The resurrection of...

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