The recent hype around customer relationship management (CRM) has created something of a backlash against the term CRM. CRM is a complex dynamic that relies equally on people, processes and technology. Like a three-legged stool, if more emphasis is placed on technology than people or processes, the solution is bound to fail.
However, just because it is difficult does not mean that enterprises should dump the concept and return to labour intensive and lengthy traditional working practices. Customer service is still a central battleground of differentiation, many organisations are getting it right, and customers are voting with their feet. So it is safe to say that CRM is here to stay.
