Continuous Improvement: Know Thy Customer: Customer Relationship Management Pays
The overall mission and foundation of business today,as it was yesterday and undoubtedly will be tomorrow,is to maximize
customer service. Customer Relationship Management (CRM),although a relatively new term in the world of Information
Technology and Enterprise Wide Systems,has always been the foundation for business success. The basic premise of CRM
is giving the customer what they want,when they want it and how it should be; for business nothing different yet a remaining
challenge. With the ever-expanding use of technology,there is an overabundance of data and a challenge to disseminate this
data into information.
It is almost daily that we read or hear of Information Systems not fulfilling the expectations established at the time of
acquisition. In fact,despite the most diligent efforts in defining requirements,evaluating options and selecting systems,the
probability of system implementation and utilization issues and higher than expected cost investments is extremely high.
Accepting the premise that the customer is the reason for a business to exist,the justification for CRM is thereby validated.
However,incongruent departmental goals and objectives make the probability of a successful CRM strategy difficult. The
balancing and integrating of company and departmental goals with the capabilities of Information Systems and the
organizational infrastructure,is the topic of this discussion.