MANY PEOPLE touted customer relationship management software as the silver bullet for boosting profitability. But recently things have changed. While lots of print is being devoted to CRM, much of the coverage focuses on how CRM efforts aren’t living up to expectations rather than plugging its benefits. But both views are misguided. Some of these attempts fail because companies just don’t understand CRM.
Misconception: CRM can cut operating costs and improve target marketing, leading to lower marketing costs and more cross-selling.
Truth: While they are worthy goals, trimming costs and stepping up cross-selling are short-term tactical objectives. CRM’s true goal should be strategic
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