CRM: What Is It and Why Do It? - Part One: Historical Background

CRM: What Is It and Why Do It?
Part One: Historical Background
by Glen Petersen
Many consultants, vendors, and analysts today define CRM in terms of being a customer-centric business strategy that is enabled by a set of applications that support customer-facing functions and management decision making. That may capture the essence of what CRM is, but it does not begin to capture why an end user organization should invest significant resources to pursue such an initiative.