November 7th 2000 - Customer Relationship Management, or CRM, is the "hot" technology. Yet, there remains plenty of confusion in the market as to just what CRM really is; many people believe CRM to be a software solution for managing customer information. In its latest industry report, the International eRetail Association suggests companies need to think beyond CRM to remain competitive. The report suggests companies need to adopt a Customer Centric Architecture (CCA), which transforms the way in which the entire company interacts with customers.
The 2000-10 report, "Customer Centric Architecture and CRM", highlights the need for more than just the implementation of CRM technology to be able to nurture and retain customers. "A Customer Centric Architecture is a business model that puts the customer front and center," says Nigel Fenwick, President of the eRetail Association and eRetailNews. "With the advent of the Internet, companies have moved from a product centric business model to more of a service oriented model, at least in the online environment. In this highly service oriented, fast paced culture, companies must differentiate themselves increasingly in the way they treat their customers. To win, a company must constantly adapt itself, figuring out how to satisfy its customer's needs more effectively and more efficiently than its competitors. A Customer Centric Architecture is designed to help companies do this."
This report complements the 2000-9 report from the eRetail Association, which examines how Data Warehousing and CRM are tied together by Internet retailers such as Drugstore.com and Eddie Bauer.
eRetail Association reports are published by eRetailNews on behalf of the association. Although the reports are primarily intended for association members, they may also be purchased by non-members online at www.eretailnews.com.
About the International eRetail Association and eRetailNews
The International eRetail Association, the leading global organization for Internet retailers and e-commerce professionals, provides members with industry research, networking opportunities, and discounts to top industry events around the world. eRetailNews publishes reports on eRetailing strategy on behalf of the association.
eRetailNews also provides research and consulting services for eRetailers (eRetail Scorecard reports on Internet retailers and eRetail+ website design services), through www.eretailresearch.com.
Online media kit: http://www.eretailassociation.org/press.
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