Customer relationship management has found a great ally in information technology. It has been in existence for long enough. Blue chip corporate giants and small businesses alike have taken to CRM automation. A bird’s eye view of CRM software products will reveal a clutter of similar prototypes. After pumping precious millions of dollars into CRM software of different variety, the central question that remains to be answered is:

“ What extent of CRM automation is profitable for my business?”

There are two schools of thought on CRM. There is a school of marketing pundits like Philip Kotler and Don Peppers who emphasis on the behavioral school of marketing. This approach to marketing stresses on human behavior as the most important determinant of marketing outcomes. Human behavior and customer centric leadership is stressed on. Personal touch in communication and engagement with the customer are given importance. Opposed to this is the systems […]