In many discussions it’s useful to start with some agreed definitions. So let’s go to the Oxford English Dictionary…
Customer –
n. A purchaser of goods and services. In early use: spec. a person who regularly purchases from a particular business.
Relationship –
n. The state or fact of being related; the way in which two things are connected; a connection, an association. Also: kinship.
Management –
n. Organisation, supervision, or direction; the application of skill and care in the manipulation, use, treatment, or control (of a thing or person)
Whilst the meaning of these words may have altered from their original intent, their acronym, CRM, could stand for: The manipulation, use, treatment, and control of a connection who purchases your goods and services. Which isn’t very nice, is it?
Are in fact, many of the systems that call themselves CRM actually CCM (Customer Communications Management), or BOS (Business Operating System), or CTM (Customer Transaction Management)?
Have we forgotten what a relationship actually is, and the key principle that underpins all highly effective ones?
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