Chapter 1. What is CRM?
Orchestrate your business and get your team on the same page with a central repository of customer data.
In a nutshell, customer relationship management (CRM) is about process efficiency, reducing operational costs, and improving customer interactions and experience. In today's world, building a deeper and closer relationship with customers is critical to any business’ success. Harder economic fundamentals, increasing competition, stricter regulations, digital disrupters, demanding customers, mobility, and price sensitivity are shifting the power from companies to customers.
If you are starting your CRM journey and you're an architect, project manager, business owner, or a business analyst, never be shy in asking each and every key stakeholder on your team about their view on CRM. You could ask them:
- Where do they want to go with it?
- How do they view the outcome?
- What do they expect from the system?
- What is the role they play in this journey...
