Customer relationship management CRM should provide a single picture of the customer across the entire organisation including manufacture, marketing, sales, distribution, financial and service information.

There are hundreds of solution suppliers, many of them specialising in one vertical market. In the hotel and catering world, for example, Amateo has a CRM solution written to cope with the vagaries of hotel guests, discovering why and when they stay, why they come back or fail to come back, devising ways of enticing them back, burrowing through the diversions of the travel agent world and much more.

Published in Management Services Magazine October 2001

 back to listing