One of the biases inherent in CRM is its orientation toward new business. This might sound strange to most people, but really, I think of it as the startup echo chamber. It’s a bias in part because CRM was invented by new companies for new companies. However, the “C” part, customer, involves more than simply acquiring new ones, especially for established companies. Customers are people who pay money for products and services. Prospects can be thought of as incipient customers, and they are CRM’s sweet spot.
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