Graham Jarvis
Graham Jarvis MA
Member Since: 24th May 2002
Graham Jarvis is the Managing Editor and Senior Journalist of Media-Insert Communications, the former editor of The Marketing Leaders, of the Chartered Institute of Marketing's Technology group's e-zine, of the Wherebusiness and MforMobile.
He is a widely published business, marketing and technology journalist. He also works as a copywriter, and as a P.R consultant. He has worked with, and provided content for enterprises such as VCE, Microsoft, BT, CISCO, Bridgeworks, Kalypton, Kofax, Oracle, Panduit, Kurtosys, Morgan McKinley, The International Customer Management Institute, etc.
Graham helped the Institute of Direct Marketing in 2006 and early 2007 to develop its B2B Marketing qualifications by writing and researching three of its modules: B2B Strategic Marketing, B2B Loyalty and Retention, and B2B Multi-Channel Marketing.
My answers
CRM, like most database technologies, can help companies to cope with the mass of data required to at least attempt to create the desired single view. Yet the key to CRM is more along the non-technological lines; that of building relationships with customers.
CRM, arguably, existed before technology even arrived. CRM is multi-faceted and causes many types of realignments within a firm or organisation, so it simply can't be viewed as a good piece of technology that will deliver once it's off-the-shelf.
True CRM is more holistic and much of it is intangible and therefore hard to measure. Therefore many of the traditional aspects of marketing still apply.
People and processes are at the core of any successful CRM implementation. Without people, customers, there is no relationship to develop.
CRM, like most database technologies, can help companies to cope with the mass of data required to at least attempt to create the desired single view. Yet the key to CRM is more along the non-technological lines; that of building relationships with customers.
CRM, arguably, existed before technology even arrived. CRM is multi-faceted and causes many types of realignments within a firm or organisation, so it simply can't be viewed as a good piece of technology that will deliver once it's off-the-shelf.
True CRM is more holistic and much of it is intangible and therefore hard to measure. Therefore many of the traditional aspects of marketing still apply.
People and processes are at the core of any successful CRM implementation. Without people, customers, there is no relationship to develop.