Customerrelationshipmanagement

FromWikipedia,thefreeencyclopedia

Customerrelationshipmanagement(CRM)isasystemformanagingacompanysinteractionswithcurrentandfuturecustomers.
Itofteninvolvesusingtechnologytoorganize,automateandsynchronizesales,marketing,customerservice,andtechnical
support.[1]

Contents
1Types
1.1CRMSolutions
1.2CharacteristicsofCRM
1.3MarketingandCustomerService
1.4CRMincustomercontactcenters
1.5CRMinB2B(BusinesstoBusiness)market
1.5.1ImplementingCRMtothecompany
1.5.2DifferencesbetweenCRMforB2B(BusinesstoBusiness)andB2C(BusinesstoCustomers)
1.5.3SaaSCRMSoftware
1.6Smallbusiness
1.7Socialmedia
1.8Nonprofitandmembershipbased
1.9Customercentricrelationshipmanagement(CCRM)
1.9.1FeaturesofCCRM
2Adoptionissues
3CRMParadox
4Marketleaders
5Trends
6Seealso
7Notes

Types
CRMSolutions
CRMSolutionscomewithmanyfeaturesandtoolsandit'simportantforacompanytochooseaproductbasedontheirspecific
organizationalneeds.Mostvendorswillpresentinformationontheirrespectivewebsites:
FeaturesThesearewhattheproductactuallydoesandwhatvalueitcanprovidetoanorganization.
SupportManyCRMvendorshaveabasiclevelofsupportwhichgenerallyonlyincludesemailand/oraccesstoasupport
forum.[2][3][4]Telephonesupportisoftenchargedineitheranannualoradhocpricingstrategy.Somecompaniesofferonsite
supportforanextrapremium.[5]
PricingThiswillbeshowneitherperuser[4][6]orasaflatpriceforanumberofusers.[7]Vendorschargeannually,quarterly,
ormonthlywithvariablepricingoptionsfordifferentfeatures.
DemonstrationPeriodsManyvendorsofferatrialperiodand/oronlinedemonstrations.

CharacteristicsofCRM

Relationshipmanagementisacustomerorientedfeaturewithserviceresponsebasedoncustomerinput,onetoonesolutions
tocustomersrequirements,directonlinecommunicationswithcustomerandcustomerservicecentersthathelpcustomers
solvetheirissues.
Salesforceautomation.Thisfunctioncanimplementsalespromotionanalysis,automatetrackingofaclientsaccounthistory
forrepeatedsalesorfuturesales,andalsooordinatesales,marketing,callcenters,andretailoutletsinordertorealizethe
salesforceautomation.
Useoftechnology.Thisfeatureisaboutfollowingthetechnologytrendandskillsofvaluedeliveringusingtechnologyto
makeuptothesecondcustomerdataavailable.Itappliesdatawarehousetechnologyinordertoaggregatetransaction
information,tomergetheinformationwithCRMsolutions,andtoprovideKPI(keyperformanceindicators).
Opportunitymanagement.Thisfeaturehelpsthecompanytomanageunpredictablegrowthanddemandandimplementagood
forecastingmodeltointegratesaleshistorywithsalesprojections.[8]
CRMindevelopingandmaintainingclientrelationships

MarketingandCustomerService
Customerrelationshipmanagementsystemstrackandmeasuremarketingcampaignsovermultiplenetworks.Thesesystemscan
trackcustomeranalysisbycustomerclicksandsales.PlaceswhereCRMisusedincludecallcenters,socialmedia,directmail,data
storagefiles,banks,andcustomerdataqueries.

CRMincustomercontactcenters
CRMsystemsarecustomerrelationshipmanagementplatforms.Thegoalofthesystemistotrack,record,storeindatabases,and
thendeterminetheinformationinawaythatincreasescustomerrelations(predominantlyincreasedARPU,anddecreasedchurn).
TheCRMcodifiestheinteractionsbetweenyouandyourcustomerssothatyoucanmaximizesalesandprofitusinganalyticsand
KPIstogivetheusersasmuchinformationonwheretofocustheirmarketingandcustomerservicetomaximizerevenueand
decreaseidleandunproductivecontactwithyourcustomers.Thecontactchannels(nowaimingtobeomnichannelfrommulti
channel)usesuchoperationalmethodsascontactcenters.TheCRMsoftwareisinstalledinthecontactcenters,andhelpdirect
customerstotherightagentorselfempoweredknowledge.[9]CRMsoftwarecanalsobeusedtoidentifyandrewardloyalcustomers
overaperiodoftime.
Growinginpopularityistheideaofgamifyingcustomerserviceenvironments.Therepetitiveandtediousactofansweringsupport
callsalldaycanbedraining,evenforthemostenthusiasticcustomerservicerepresentative.Whenagentsareboredwiththeirwork,
theybecomelessengagedandlessmotivatedtodotheirjobswell.Theyarealsopronetomakingmistakes.Gamificationtoolscan
motivateagentsbytappingintotheirvisceralneedforreward,status,achievement,andcompetition.[10]

CRMinB2B(BusinesstoBusiness)market
Themodernenvironmentrequiresonebusinesstointeractwithanotherviatheweb.AccordingtoaSweeneyGroupdefinition,
CRMisallthetools,technologiesandprocedurestomanage,improve,orfacilitatesales,supportandrelatedinteractionswith
customers,prospects,andbusinesspartnersthroughouttheenterprise.[11]ItassumesthatCRMisinvolvedineveryB2B
transaction.[8]
DespitethegeneralnotionthatCRMsystemswerecreatedforthecustomercentricbusinesses,theycanalsobeappliedtoB2B
environmentstostreamlineandimprovecustomermanagementconditions.B2CandB2BCRMsystemsarenotcreatedequallyand
differentCRMsoftwareappliestoB2BandBusinesstoCustomer(B2C)conditions.B2Brelationshipsusuallyhavelongermaturity
timesthanB2Crelationships.ForthebestlevelofCRMoperationinaB2Benvironment,thesoftwaremustbepersonalizedand
deliveredatindividuallevels.[12]
ImplementingCRMtothecompany
ThefollowingaregeneralguidelinesonimplementingaCRMsystem.
1. MakeastrategicdecisiononwhatproblemsyouwantyourCRMsystemtoaddress,whatimprovementsorchangesitshould

bringinthebusinessprocessesoftheorganization.
2. Chooseanappropriateprojectmanager.TypicallyITwillbeengaged,howeveramanagerwithacustomerservice/salesand
marketingbusinessfocusshouldbeinvolved,astheimpactoftheprojectwillbemainlyonthebusinessside.
3. Ensureexecutivesponsorshipandtopmanagementsupport.
4. Empowerteammemberswiththerequiredauthoritytocompletethetasks.
5. Selectthecorrectimplementationpartner.Theymusthavebothverticalandhorizontalbusinessknowledge,aswellas
technicalexpertise.
6. DefineKPI'sthatwillmeasuretheproject'ssuccess
7. Useaphasedapproach.Worktowardslongtermenterprisescaleimplementationthroughaseriesofsmaller,phased
implementations[13]
DifferencesbetweenCRMforB2B(BusinesstoBusiness)andB2C(BusinesstoCustomers)
B2BandB2Cmarketingoperatesdifferently,thatiswhytheycannotusethesamesoftware.Allthedifferencesarefocusedonthe
approachofthesetwotypesofbusinesses:
B2BcompanieshavesmallercontactdatabasesthanB2C
TheamountofsalesinB2Bisrelativelysmall
InB2Bthereislessfigurepropositions,butinsomecasestheycostalotmorethanB2Citems
RelationshipsinB2Benvironmentarebuiltoveralongertime
B2BoperationsrequirespecialCRMsolutionsthatarenotthesameasfortheB2Cindustry:
B2BindustriesrequirespecializedCRMsolutions,whicharedifferentfromB2Ccompaniesrequirements.Thisisthemain
reasonforineffectiveadoptionofapplications,despitebothB2BandB2Cindustrieshavingthesameaim:tounderstandits
owncustomersbetter
TheremustbedifferentCRMsolutionsforindustrieswithintheB2Bmarket,becauseofthespecialneedsofeachone.Also
thereisademandofdesigningsolutionsusingspecialcolorschemes.
B2BCRMmustbeeasilyintegratedwithothercompaniesITsolutions.Suchintegrationenablesthecreationofforecasts
aboutcustomerbehaviorbasedontheirbuyinghistory,bills,businesssuccess,etc.
AnapplicationforaB2Bcompanymusthaveafunctiontoconnectallthecontacts,processesanddealsamongthecustomers
segmentandthenprepareapaper
AutomationofsalesprocessisanimportantrequirementforB2Bsolutions.Itshouldeffectivelymanagethedealandprogress
itthroughallthephasestowardssigning
Acrucialpointispersonalization.IthelpstheB2Bcompanytosavestrongandlonglastingrelationshipswiththecustomer.
Tocommunicatewiththemmoreeffectively,thereshouldbeintegrationwiththeemailsolutions
So,alltheB2Bapplicationsmustbebothpersonalizedandbeabletoestablishcommunicationchannelsforsupportofcustomers
SaaSCRMSoftware
Oftenreferredtoas"ondemand"software,SaaSbasedsoftwareisdeliveredviatheInternetanddoesnotrequireinstallationon
yourcomputer.Instead,you'llgenerallyaccessthesoftwareviayourwebbrowser.Businessesusingthesoftwaredonotpurchase
thesoftware,andtypicallypayasubscriptionfeetothesoftwarevendor.[14]

Smallbusiness
ForsmallbusinessesaCRMsystemmaysimplyconsistofacontactmanagersystemwhichintegratesemails,documents,jobs,
faxes,andschedulingforindividualaccounts.[15]CRMsystemsavailableforspecificmarkets(legal,finance)frequentlyfocuson
eventmanagementandrelationshiptrackingasopposedtofinancialreturnoninvestment(ROI).

Socialmedia
CRMoftenmakesuseofsocialmediatobuildupcustomerrelationships.SomeCRMsystemsintegratesocialmediasiteslike
Twitter,LinkedInandFacebooktotrackandcommunicatewithcustomerssharingtheiropinionsandexperienceswithacompany,
productsandservices.[16]EnterpriseFeedbackManagementsoftwareplatformssuchasConfirmit,Medallia,andSatmetrixcombine
internalsurveydatawithtrendsidentifiedthroughsocialmediatoallowbusinessestomakemoreaccuratedecisionsonwhich
productstosupply.[17]

Nonprofitandmembershipbased
Systemsfornonprofitandalsomembershipbasedorganizationshelptrackconstituents,fundraising,Sponsorsdemographics,
membershiplevels,membershipdirectories,volunteeringandcommunicationwithindividuals.

Customercentricrelationshipmanagement(CCRM)
CCRMisastyleofcustomerrelationshipmanagementthatfocusesoncustomerpreferencesinsteadofcustomerleverage.Thisisa
nascentsubdisciplineoftraditionalcustomerrelationshipmanagementtotakeadvantageofchangesincommunications
technology.
Customercentricorganizationshelpcustomersmakebetterdecisionsanditalsohelpsdriveprofitability.CCRMaddsvalueby
engagingcustomersinindividual,interactiverelationships.[18]
Customercentricitydiffersfromclientcentricityinthatthelatterrefersalmostexclusivelytobusinesstobusinessmodelsrather
thancustomerfacingfirms.
FeaturesofCCRM
Customercentricrelationshipmanagementisusedinmarketing,customerserviceandsales,including:
tailoredmarketing
onetoonecustomerservice
retainingcustomers
buildingbrandloyalty
providinginformationcustomersactuallywant
Subscriptionbilling
Rewards
Accenture[19]andEmeraldInsight[20]arenowbeginningtofocusonCCRMasadiscipline,withstudiesappearingonMendeley.[21]

Adoptionissues
In2003,aGartnerreportestimatedthatmorethan$2billionhadbeenspentonsoftwarethatwasnotbeingused.AccordingtoCSO
Insights,lessthan40percentof1,275participatingcompanieshadenduseradoptionratesabove90percent.[22]Manycorporations
onlyuseCRMsystemsonapartialorfragmentedbasis.[23]Ina2007surveyfromtheUK,fourfifthsofseniorexecutivesreported
thattheirbiggestchallengeisgettingtheirstafftousethesystemstheyhadinstalled.43percentofrespondentssaidtheyuseless
thanhalfthefunctionalityoftheirexistingsystem.[24].Recently,itisfoundinastudythatmarketresearchregardingconsumers
preferencemayincreasetheadoptionofCRMamongthedevelopingcountries'consumers.[25]

CRMParadox
TheCRMParadox,alsoreferredtoasthe"DarksideofCRM",[26]entailsfavoritismanddifferentialtreatmentofsomecustomers.
Thismaycauseperceptionsofunfairnessamongothercustomers'buyers.Theymayoptoutofrelationships,spreadnegative
information,orengageinmisbehaviorthatmaydamagethefirm.CRMfundamentallyinvolvestreatingcustomersdifferentlybased
ontheassumptionthatcustomersaredifferentandhavedifferentneeds.Suchperceivedinequalitymaycausedissatisfaction,

mistrustandresultinunfairpractices.Acustomershowstrustwhenhebondsinarelationshipwithafirmwhenheknowsthatthe
firmisactingfairlyandaddingvalue.However,customersmaynottrustthatfirmswillbefairinsplittingthevaluecreationpiein
thefirstplace.Forexample,Amazonstestuseofdynamicpricing(differentpricesfordifferentcustomers)wasapublicrelations
nightmareforthecompany.

Marketleaders
TheCRMmarketgrewby12.5percentin2012.[27]Thefollowingtableliststhetopvendorsin20062008and2013(figuresin
millionsofUSdollars)publishedinGartnerstudies.[28][29]
2013
Share
(%)

2012
Revenue

2012
Share
(%)

2008
Revenue

2008
Share
(%)

2007
Revenue

2007
Share
(%)

2006
Revenue

2006
Share
(%)

Salesforce.com
3,292
CRM

16.1

2,525.6

14.0

965

10.6

676.5

8.3

451.7

6.9

SAPAG

2,622

12.8

2,327.1

12.9

2,055

22.5

2,050.8

25.3

1,681.7

25.6

Oracle

2,097

10.2

2,015.2

11.1

1,475

16.1

1,319.8

16.3

1,016.8

15.5

Microsoft
Dynamics
CRM

1,392

6.8

1,135.3

6.3

581

6.4

332.1

4.1

176.1

2.7

Others

11,076

54.1

10,086.8

55.7

3,620

39.6

3,289.1

40.6

2,881.6

43.8

Total

20,476

100

18,090

100

9,147

100

7,674

100

6,214

100

Vendor

2013
Revenue

Trends
IntheGartnerCRMSummit2010challengeslike"SystemtriestocapturedatafromsocialnetworkingtrafficlikeTwitter,handles
Facebookpageaddressesorotheronlinesocialnetworkingsites"werediscussedandsolutionswereprovidedwhichwouldhelpin
bringingmoreclientele.[30]ManyCRMvendorsoffersubscriptionbasedwebtools(cloudcomputing)andsoftwareasaservice
(SaaS).SomeCRMsystemsareequippedwithmobilecapabilities,makinginformationaccessibletoremotesalesstaff.
Salesforce.comwasthefirstcompanytoprovideenterpriseapplicationsthroughawebbrowser,andhasmaintaineditsleadership
position.[31]Traditionalprovidershaverecentlymovedintothecloudbasedmarketviaacquisitionsofsmallerproviders:Oracle
purchasedRightNowinOctober2011[32]andSAPacquiredSuccessFactorsinDecember2011.[33]
Theeraofthe"socialcustomer"[34]referstotheuseofsocialmedia(Twitter,Facebook,LinkedIn,GooglePlus,Pinterest,
Instagram,Yelp,customerreviewsinAmazon,etc.)bycustomers.CRphilosophyandstrategyhasshiftedtoencompasssocial
networksandusercommunities.
SalesforcesalsoplayanimportantroleinCRM,asmaximizingsaleseffectivenessandincreasingsalesproductivityisadriving
forcebehindtheadoptionofCRM.Empoweringsalesmanagerswaslistedasoneofthetop5CRMtrendsin2013.[35]
Anotherrelateddevelopmentisvendorrelationshipmanagement(VRM),whichprovidetoolsandservicesthatallowcustomersto
managetheirindividualrelationshipwithvendors.VRMdevelopmenthasgrownoutofeffortsbyProjectVRMatHarvard's
BerkmanCenterforInternet&SocietyandIdentityCommons'InternetIdentityWorkshops,aswellasbyagrowingnumberof
startupsandestablishedcompanies.VRMwasthesubjectofacoverstoryintheMay2010issueofCRMMagazine.[36]
In2001,DougLaneydevelopedtheconceptandcoinedtheterm'ExtendedRelationshipManagement'(XRM).[37]Laneydefines
XRMasextendingCRMdisciplinestosecondaryalliessuchasthegovernment,pressandindustryconsortia.
CRMfuturistDennisonDeGregordescribesashiftfrom'pushCRM'towarda'customertransparency'(CT)model,duetothe
increasedproliferationofchannels,devices,andsocialmedia.[38]
Capterra,Inc.RankedtheTopCRMSoftwareSolutionsin2013basedontotalnumberofcustomers,totalnumberofusersand
socialpresence.[39]

Seealso
Automatedonlineassistant

Datamining

Realtimemarketing

Businessintelligence

Databasemarketing

Salesforcemanagementsystem

Businessrelationshipmanagement

Ecrm

Salesintelligence

ComparisonofCRMsystems

EstateResourceManagement

Salesprocessengineering

Consumerrelationshipsystem

Employeeexperiencemanagement

Supportautomation

Customerexperience

(EEM)

Supplierrelationshipmanagement

Customerexperiencetransformation

Enterprisefeedbackmanagement

TheInternationalCustomerService

Customerintelligence

(EFM)

Institutecontainscustomerservice

CustomerservicecontainsISO

Eventdrivenmarketing(EDM)

standards

standards

Farleyfile

Vendorrelationshipmanagement

Datamanagement

Helpdesk
Individualresourcemanagement
Partnerrelationshipmanagement
(PRM)
Predictiveanalytics
Professionalservicesautomation
software(PSA)

Notes
1. ^Shaw,Robert,ComputerAidedMarketing&Selling(1991)ButterworthHeinemannISBN9780750617079
2. ^http://opencrm.co.uk/support.html
3. ^http://www.salesforce.com/uk/servicecloud/overview/
4. ^abhttp://www.microsoft.com/engb/dynamics/dynamicsonlinesupport.aspx
5. ^TopTenReviewsCRMSoftwareReview(http://crmsoftwarereview.toptenreviews.com/)
6. ^http://www.salesforce.com/uk/crm/editionspricing.jsp
7. ^http://opencrm.co.uk/plansandpricing.html
8. ^abYunE.Zeng,H.JosephWen,DavidC.Yen,"Customerrelationshipmanagement(CRM)inbusinesstobusiness(B2B)e
commerce",Emerald11,(2003).
9. ^SAPInsider(15November2007)StillStrugglingtoReduceCallCenterCostsWithoutLosingCustomers?
(http://www.sdn.sap.com/irj/scn/go/portal/prtroot/docs/library/uuid/e044e18083752a10a2b2b5709ea68ccb)
10. ^Myron,David.DestinationCRM.com.InformationToday,Inc.CRMinCustomerService
http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=99909CRMinCustomerService
(http://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=99909)|url=missingtitle(help).Retrieved15October2014.
11. ^Davenport,T.H.,Harris,J.G.,Kohli,A.K.(2001),"Howdotheyknowtheircustomerssowell?",MITSloanManagementReview,Vol.
42No.2,pp.6373.
12. ^RebekahHenderson,B2BInsights(2013)HowtobuildaB2BfriendlyCRM(http://www.b2binsights.com/howtobuildab2bfriendly
crm/)
13. ^PiskarF.,FaganelA.(2009).AsuccessfulCRMImplementationProjectinaServiceCompany:CaseStudy.Organizacija,Vol:42,pp.
199208
14. ^CloudTaxonomyCRMSoftwareasaService(http://cloudtaxonomy.opencrowd.com/taxonomy/softwareasaservice/customer
relationshipmgmt/)
15. ^GordonJohnston(2014)CRMforB2B:Bustingthemyths(PartTwo)(http://www.redspire.co.uk/newsandviews/dispellingsomecrm
mythsparttwo/#smallbusiness)
16. ^DestinationCRM.com(2009)WhoOwnstheSocialCustomer?(http://www.destinationcrm.com/Articles/Editorial/Magazine

Features/WhoOwnstheSocialCustomer54028.aspx)
17. ^Lester,Aaron(20130423)."Seekingtreasurefromsocialmediatracking?Followthecustomer"
(http://searchbusinessanalytics.techtarget.com/feature/SeekingtreasurefromsocialmediatrackingFollowthecustomer).
SearchBusinessAnalytics.Retrieved20131001.
18. ^ItsallabouttheCustomer,StupidTheImportanceofCustomerCentricPartners(http://www.gtnexus.com/blog/cloudtechnology
platform/itsallaboutthecustomerstupidtheimportanceofselectingcustomercentricpartners/)
19. ^SalesandCustomerServicesCRM:ServicesOverview(http://www.accenture.com/ieen/Pages/serviceconsultingcustomerrelationship
managementoverviewsummary.aspx)
20. ^Customercentricrelationshipmanagementsystemdevelopment:Agenerativeknowledgeintegrationperspective
(http://www.emeraldinsight.com/journals.htm?articleid=1771041&show=pdf)
21. ^CRMandcustomercentricknowledgemanagement:anempiricalresearch(http://www.mendeley.com/research/crmcustomercentric
knowledgemanagementempiricalresearch/)
22. ^JimDickie,CSOInsights(2006)DemystifyingCRMAdoptionRates(http://www.destinationcrm.com/Articles/Columns
Departments/RealityCheck/DemystifyingCRMAdoptionRates42496.aspx)
23. ^Joachim,David."CRMtoolsimproveaccess,usability."(coverstory).BtoB87,no.3(11March2002):1
24. ^DavidSims,TMC.net(2007)CRMAdoptionBiggestProblemin83PercentofCases(http://blog.tmcnet.com/telecom
crm/2007/11/30/crmadoptionbiggestproblemin83percentofcaseswigangetscrmtre.asp)
25. ^Hasan,M.R.,Rahman,M.,AndKhan,M.M.(2013).RuralConsumersAdoptionofCRMinaDevelopingCountryContext.
InternationalJournalofBusinessandManagementInvention(IJBMI),2(9),121131.[1](http://www.ijbmi.org/papers/Vol(2)9/Version
1/P029101210131.pdf)
26. ^Nguyen,B.&Mutum,D.S.(2012).Areviewofcustomerrelationshipmanagement:successes,advances,pitfallsandfutures,Business
ProcessManagementJournal,18(3).400419[2](http://www.emeraldinsight.com/journals.htm?issn=1463
7154&volume=18&issue=3&articleid=17036343&show=html)
27. ^Forbes.com(2013)2013CRMMarketShareUpdate:40%OfCRMSystemsSoldAreSaaSBased
(http://www.forbes.com/sites/louiscolumbus/2013/04/26/2013crmmarketshareupdate40ofcrmsystemssoldaresaasbased/)
28. ^"GartnerSaysWorldwideCustomerRelationshipManagementMarketGrew23Percentin2007"(http://www.gartner.com/it/page.jsp?
id=715308)(Pressrelease).Gartner,Inc.12September2008.Retrieved20080815.
29. ^"GartnerSaysWorldwideCRMMarketGrew12.5Percentin2008"(http://www.gartner.com/it/page.jsp?id=1074615)(Pressrelease).
Gartner,Inc.15June2009.Retrieved20091027.
30. ^CRMTrendsinInsuranceIndustry(http://www.hcltech.com/sites/default/files/CRM_Trends_Insurance.pdf)CRMTrendsinInsurance
Industry:April,2010
31. ^PutCloudCRMtoWork(http://www.pcworld.com/businesscenter/article/193463/put_cloud_crm_to_work.html)PCWorld:April,2010
32. ^OracleBuysCloudbasedCustomerServiceCompanyRightNowFor$1.5Billion(http://techcrunch.com/2011/10/24/oraclebuyscloud
basedcustomerservicecompanyrightnowfor15billion/)Techcrunch:24October2011
33. ^SAPChallengesOracleWith$3.4BillionSuccessFactorsPurchase(http://www.businessweek.com/news/20111207/sapchallenges
oraclewith34billionsuccessfactorspurchase.html)BloombergBusinessweek:7December2011
34. ^Greenberg,Paul(2009).CRMattheSpeedofLight(4thed.).McGrawHill.p.7.
35. ^"Top5CRMTrendsfor2013"(http://www.enterpriseappstoday.com/crm/top5crmtrendsfor2013.html).EnterpriseAppsToday.
Retrieved7June2013.
36. ^Destinationcrm.com(http://www.destinationcrm.com/Issue/1776May2010.htm)CRMMagazine:May,2010
37. ^[3](http://blogs.gartner.com/douglaney/files/2012/02/ad1074TheGreatEnterpriseBalancingActExtendedRelationshipManagement
XRM.pdf)TheGreatEnterpriseBalancingAct:ExtendedRelationshipManagement(XRM),DougLaney,METAGrouppublication,10
December2001
38. ^DeGregor,Dennison(2011).CustomerTransparentEnterprise:Beyond20thCenturyCRM.MotivationalPress.ISBN1935723235.
39. ^http://www.capterra.com/customerrelationshipmanagementsoftware/#infographic

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