Introduction: The Evolution of CRM
Relationship marketing has evolved with the development of Internet technology and the fusion of eTechnology with traditional CRM applications. Now more than ever customers can touch an organisation via a number of different channels. The use of these multi-channels increases business complexity as customer information from each channel must be synchronised, captured and deposited in the CRM database.
The essence of a CRM system is that customer data is collected from all touch points and deposited into one central data pool for more effective marketing, better order processing, production and accounting.
'The more that processes can be linked to the central customer database, the more efficient the business becomes'.
To read this introduction in full, please download the attached pdf (scroll down to the bottom of the page).
To download a full 122 page report on CRM (containing all the factfiles) please see 
Customer Relationship Management, Volume 1
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