Reading: What CRM is and what it should be | Bertrand Duperrin’s Notepad

At the heart of CRM stands relationship. I just wonder whether in this decade relationship (managed by the seller) will still dominate. But I wonder also whether a lot  of assumed relationship will not migrate in encounters or pseudo-relationships. Great read to read, to make up your mind and start acting.

Found at http://www.duperrin.com/english/2010/01/25/what-crm-is-and-what-it-should-be

January 25th, 2010 ·

The good thing with acronyms is that they are easy to remember. Their weakness is that it’s easy to forget their meaning. Let’s consider CRM for instance, it means “Customer relationship management”. I repeat customer relationship management.

If we have a closer look, we are forced to admit that CRM has been lead astray to become, in the best case, a sales enablement tool and in the worse case a reporting tool to provide informations to sales managers without any benefits for the salespeople who have reluctance to update the data and often both this tedious task.

Don’t blame the tools. It’s the notion of customer relationship that’s been lead astray. Tools only followed the trend.

To be continued at http://www.duperrin.com/english/2010/01/25/what-crm-is-and-what-it-should-be

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