Customer Relationship Management or CRM has been wrongly understood and interpreted as a data gathering tool since its inception. At CRMAA we
believe and define Customer Relationship Management as a Principle and the concept which is achieved through and by delivering better customer experience, service, engagement and value that keeps the customer related to your brand. We believe that CRM is not only an enabler of business strategy and customer-centricity but it is the basic objective of any business organisation.
Successful customer relationship management (CRM) strategy, processes, and solutions have been proven to deliver an average return ranging from 5 to 8 times for your investment. But attaining this ROI has been intangible for many.
CRM's direct impact on business (productivity) is difficult to measure because most of the organizations that have implemented CRM continue their traditional way of doing business to minimize risk and ease transition. In this case, traditional and CRM operations share the same tools, which are not customized to monitor performance in each, thus, measures don't reflect individual measures.