CRM – Customer Relationship Management

FierceEnterprise covers all aspects of CRM important to CIOs and other IT decision makers. FierceEnterprise frequently highlights established CRM firms such as PeopleSoft/JD Edwards, Baan/Invensys, Siebel Systems, Oracle, etc, as well as smaller industry players. Our Customer Relationship Management articles cover CRM software releases and enhancements, mergers and acquisitions, economics of the industry, adoption of customer relationship management systems, movers and shakers, and commentary by industry experts.

Recent CRM Articles:

HP selects Siebel for massive CRM project
Metric: CRM market to reach $14.5 billion in 2007
Interview: PeopleSoft CEO Craig Conway goes on the offensive
Microsoft revamps CRM sales strategy
ATG brings IBM’s WebSphere to CRM
CA subsidiary ACCPAC launches hosted CRM

Introduction to Customer Relationship Management:

Customer Relationship Management (CRM) puts the customer at the center of any and all activities within an enterprise. A CRM solution helps an enterprise learn more about the customer’s needs and makes any knowledge gained through interaction with the customer accessible at all levels of the organization. The value of CRM software “grows considerably when CRM is tightly integrated with solid enterprise resource planning (ERP) and supply chain management (SCM) functionality. This total solution enables you to support and streamline the entire business process from original customer contact through post-sales service.” (JD Edwards)

The general benefits of CRM solutions include better communication with the customer, increased efficiency and effectiveness when dealing with a customer, and a more complete understanding of the customer. Communication, efficiency, and effectiveness are enhanced through integrating front and back end operations into a single, customer focused operation. Bringing together all customer interactions enables enterprises to collaboratively service a customer and improve acquisition and retention rates. Beyond the basic customer data, CRM software also provides executives with analytical tools for determining marketing campaign effectiveness, conversion rates, sales performance, etc.

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