Wednesday, May 23, 2007

CRM - enlarging the circle

Most definitions of customer relationship management are either indecipherable or self-referential:

The infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to remain loyal - indeed, to buy again.
- The CRM Handbook
Customer relationship management (CRM) is a broad term that covers concepts used by organizations to manage their relationships with customers, including collecting, storing and analyzing customer information.
- Wikipedia
I personally like this simple one:
A 360° view of your customer.
Traditionally CRM hasn't been particularly collaborative. Many company websites provide self-service functionality and perhaps some message boards, but much of the time this functionality appears to be providedin order to keep customers from calling the help line.

I think that Dell may have just changed the rules of the game with the introduction of` their IdeaStorm website. I think that Dell may have added a few degrees to that 360° view...

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