When a buzzword-driven head office orders enterprise IT staff to build a state-of-the-art CRM system, everyone involved should recall the Moliére play about the newly wealthy man who aspired to join high society. The actual products involved may range from foundation database and Web servers to more specialized call center management systems, logistics and other fulfillment tools, and massive turnkey projects involving extensive customization of off-the-shelf modules. Note, moreover, that this label thus defined describes a task-not a technology. Learn More.įew high-profile IT labels have retained their glitz as long as CRM-customer relationship management, an umbrella title for almost every useful thing that can be done with enterprise IT systems.įrom our vantage point overlooking the universe of IT products and services, eWeek Labs finds it useful to define CRM as the effort to track, attract, manage, interact with and support both current and potential customers-where the label of “customer” is expanding dramatically beyond its familiar meaning to include formerly captive relationships within a single enterprise.
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