Strategy First

摘要

The issue of the right software did not take center stage at the convention. Instead, speakers addressed around 150 participants about the benefits of efficient customer relationship management (CRM) and what companies need to do to achieve them. The aim of CRM World 2004 was to portray all sides of customer relationship management. The speeches and discussion groups made it very clear that, despite many past prophecies of doom, CRM is anything but superfluous. The time when customer relationship management was seen as an all-rounder is now over. This has given way to the view that effective CRM software can only be used to its full potential if companies are already on the right course.