Customer Relationship Management (CRM), much hyped during the dot com years, has always been more than software. The CRM industry was tainted by high profile missteps, partly due to its focus on software, rather than solutions (Patton, 2001). However, managers must understand that CRM is a solution, not software that integrates both technology and operational improvements. With the ability to coordinate across all customer contact points, decision makers must recognize that CRM is an organizational process that integrates information from previously disparate channels (sales, marketing, customer service via phone, text chat, or web) to better serve customers (Day and Van der Bulte, 2002). This paper examines the fundamentals of CRM, its goals and common pitfalls, and its prerequisite for this long-term, successful implementation with the goal of extracting patterns of successful CRM deployments.
Date of creation, presentation, or exhibit
Department, Program, or Center
Herbert, Chris and Cook, Jack, "Patterns of successful CRM:More about solutions than software" (2005). Accessed from
RIT – Main Campus