Enabling the CRM Revolution

Recognizing the increasingly critical role of CRM, a growing number of corporations are viewing technology as a strategic means to build competitive advantage. As a result, winning CIOs must now demand that new IT investments actually build customer capabilities, not simply improve operations. This paper seeks to provide CIOs and information technology staff with a strategic approach to this new role.

Starting with the dramatic shift from approximate relationships to specific one-to-one relationships, the paper goes on to discuss the three strategic success factors for one-to-one marketing, the enabling role of technology as a core component, and makes specific suggestions for a systematic approach to delivering customer data when and where it is needed.