Customer Relationship Management as a Strategic Development Philosophy
Customer Relationship Management is a term that not only describes a set of software tools bundled into a 'CRM' application but, is also becoming a guiding philosophy in the development of the strategic IT capabilities of an organisation.
As marketing channels become more digitised and diversified, capturing and making use of customer insights will become more complex as developments continue.
These insights may well be the deciding differentiator in the competitive market place as will the ability and agility of the organisation in reacting to these insights.
Can a philosophy such as CRM become a guiding strategy in its own right; where tactics are informed by the discoveries made?