Customer Relationship Management Following several years as one of enterprise technology’s favourite whipping posts, Customer Relationship Management (CRM) is enjoying something of a lengthy renaissance. This has a lot to do with the fact that technology has caught up with what, for some, had proved to be empty promises in the past. It’s also apparent that all involved – from vendors to end users – have pulled back from viewing it as a “killer app” for the marketing and sales departments and now understand that, while CRM is indeed a smart application, it doesn’t magically and automatically drive sales and customer loyalty. That side of things is still largely up to you...

What CRM can do, however, is give you and your staff the kind of insight into your business and clients that, intelligently dealt with, could give you an edge over your competition. And in a world where customer expectations are rising all the time, there are just some things about enhancing the customer experience that have long since left the “nice to have” category and have moved into the realm of the absolutely necessary.