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CRM: Not an 'Ancient Chinese Secret'

By Julio Quintana
September 01, 2006

The wisdom of Confucius enlightens. although it usually takes a very long time to figure out the meaning of a select Confucianism, you know the wisdom is there somewhere. But it takes a lot of thinking to figure out the benefits of his wisdom. The same has been said about client-relationship management technology (CRM). CRM is the term used to describe the technology and practices related to client acquisition, management, marketing and retention. Writing down the name and address of a prospective client, and jotting down some notes about their likes and dislikes or their interests (ie, so they can be leveraged in an effort to win them as a client), is a common practice of CRM. So it is with any practice that helps manage interactions (e-mails, meetings, calls, or letters) with clients intended to increase books of business. There are other support components to CRM, such as marketing to clients and keeping them informed about what the firm offers. In a nutshell, that is CRM. And, while most people understand its benefits, many stay away from implementing CRM technology for very basic reasons.

A Web search on CRM usability yields a number of links ' most of them point to software vendors who claim that their software increases or enhances CRM usability. Defining 'usability' in this context depicts usability as the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal. The two primary components of usability ' how easy it is to use and how much it enables you to achieve a particular goal ' are of tremendous significance as it relates to CRM.

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