This paper from Wisdom Network describes that the real benefits of Customer Relationship Management (CRM) will only come about through the intelligent mobilization and focus of all customer touching resources. There is very little evidence that firms take a systematic approach to resource deployment. Those which do, create greater customer value and enhanced sales and profits as a result. For the sake of brevity, this is referred as customer resource optimization and the remainder of this paper, covers some of the strategies for getting this right, including a practical roadmap which will rejuvenate any CRM initiatives that are currently flagging.
E-business is the infrastructure for collaborative working. The obvious parts of an organisation have been e enabled. This started with basic ERP followed by supply chain management and latterly CRM. Organizations that generate the bulk of their revenue through external channels or in collaboration with 3rd parties, have since turned their attention to PRM - Partner Relationship Management, as they discovered the inadequacy of consumer market based CRM in addressing both distribution channels and alliance or complementary partners. This is absolutely the case in hi-tech markets, often the first to embrace new techniques for doing business.
Customer Relationship Management (CRM) as a strategy and business architecture is well within reach of most companies, but the path to progress is strewn with obstacles and misunderstandings. This paper by Wisdom Network is intended as a navigational aid to help the board find the right path to success, avoiding many of the pitfalls that have bedeviled corporate enterprises.