Relationships have been an important
driver of business for many years. The Internet has just spurred an updated version – an old-fashioned
way of doing business, using updated tools – targeted touchpoints, informed call centers,
ongoing communications. A return to an honest and forthright approach, with humans as the focus.
An advance to individuality.
Until now, relationship management has
generally been process-oriented with a focus on one type of 'client' – the customer in CRM, the
employee in ERM, the channel partner in PRM, etc. However, for many organizations, the cost and
complexity of implementing a specialized relationship management solution has resulted in a demand
for more cost-effective and simpler alternatives.
The time has come to extend the benefits
of relationship management technologies to a broader range of clients and client interactions.
This requires a shift in focus from processes to targeted relevant communications.
Welcome to the new world of client
relationship management where: