ÅgCRM is definitely back on many firmsÅf agendasÅcNot only are more firms recognizing that CRM is a business strategy rather than just another IT project, but many are realizing that there is also a ÅgCÅh in CRM, or ÅgcustomerÅh in customer relationship management.
It emphasizes the ability of companies to look from the outside in (Åcfrom the customer's perspective), rather than looking from the inside out (Åcthe company's perspective). Balancing both perspectives is critical in this next generation of CRM.Åh
Collins, K. (2006). CRM Is Back With a Vengeance: Is Your Organization Ready for the Next Generation of CRM? Gartner Group. http://blog.gartner.com/blog/crm.php
I. What is customer relationship management?
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