(Re)Defining CRM
One constant in the area of CRM -- customer relationship management -- is the ongoing discussion about a newer, more appropriate nomiker for this overarching, enterprisewide strategy. Some organizations have embraced CEM (customer experience management) or CMR (customer managed relationships); other organizations have their own unique name for customer relationship management.
To me, CRM is a good fit; the rest is mostly semantics. (Although I do admit that using something like CMR can help rally a company’s staff around the customer.) As long as an organization has an enterprisewide customer strategy that creates a win-win for company and customer, does it really matter what it’s called? Many industry experts think so.
One particular CRM guru, Paul Greenberg, thinks the conversation on this is so important that he’s created a wiki to discuss it.
One thing I think is great about Greenberg is that he’s always looking forward. He’s not just talking about CRM on the wiki, and on his blog, he’s talking about CRM 2.0 – what’s next. And he takes CRM 2.0 so seriously that it’s now it’s now an integral part of the judging process for his annual Steppin’ Out Awards.
How would you define CRM today, or as Greenberg calls it CRM 2.0? What makes it different than how organizations have defined it in the past?
Did you enjoy this content? Sign up for our FREE weekly e-newsletter by clicking here!
