What is Your CRM Definition?

I find that virtually everyone I speak to has a different definition of CRM… so what’s your CRM definition? Publish your definition here… !

  • Paul Greenberg, Author: CRM at the Speed of Light 3e, CCO The 56 Group, LLC

    My classic definition is that “CRM is philosophy and a business strategy, supported by a system and a technology, designed to improve human interactions in a business environment.” It is also a continuing business initiative that demands a dynamic, ongoing strategy of customer engagement.

  • Scott Hornstein, Principal Hornstein Associates

    CRM is the delivery of customer care as a strategic product, with measurement and reward focused on generating happier customers that stay longer and buy more.

  • Kim Proctor, Customer Experience Consultant at www.customersthatclick.com

    CRM is a way of orienting a business toward building relationships with customers. These relationships need to last and have value on both sides (for the business and for the customer). CRM is a way of operating, not just technology or tactics, it is a way of thinking and organizing a business for success . CRM-oriented businesses have higher retention rates, more repeat business from existing customers and customer evangelism (word of mouth). For example, Southwest Airlines and Costco are CRM.

  • Mike Wittenstein, Chief Experience Officer, www.storyminers.com

    I would like to see you explore how companies fare when they focus on what matters to them (profits, etc.) vs. what matters to their customers. I’m of the belief that, properly executed, it makes sense to do more for the customer. In the end, everyone wins.

  • R. Jones, IT Contractor

    I think the first sentence at wikipedia is the most accurate definition I have ever seen of CRM!.
    Links: http://en.wikipedia.org/wiki/Customer_relationship_management .

  • Art Hall, President CRM Association Atlanta Chapter

    CRM is an applied approach to manage customer interactions on a one-to-one basis across a number of touchpoints. This approach includes knowing each customer segments unique needs & behaviors and they way they liked to be communicated, defining processes to enable this communication, employing training and change management techniques to align internal employees with customer expectations and enabling the right set of technology to make all of this happen.

  • Marco Katrotsos, Social Media Specialist, Founder of Incredicorp

    A strategy to get the most out of your business contacts either as a person or as a company. Maximize return on your contact portfolio....

  • Piyush Bakshi

    The continuous evolution of business processes to attain all-round customer centricity with the objective of increasing bottom lines through customer retention and customer acquisition. (Let's face it, at the end of the day its all about bottom lines).

  • Bill Price, President, Driva Solutions

    I have used these two definitions in graduate school lectures:

    "The ongoing pursuit of greater customer loyalty by (1) recognizing, anticipating, and acting upon customer wants and needs across all touchpoints; (2) delivering personalized and meaningful products-services-results to them; and (3) driving all elements of the organization in tight connection."

    "Presenting one company to the customer, and one customer at a time to the company."

  • Dick Lee, High-Yield Methods

    Adding value to customers in ways that add value back to the company.