In his book The Customer Relationship Management Survival Guide, Dick Lee defines client relationship management as: “Implementing customer-centric business strategies, which drives redesigning of functional activities, which demands re-engineering of work processes, which is supported, not driven by, CRM technology”.
In my view, this definition still best describes what any CRM system implementation should strive to achieve. Computerising marketing, business development or relationship management – however you describe it in your firm – is not like computerising manufacturing or accounting. This is because the start and end points to these processes are not the same in any two firms.
