Why xRM would be a better name than CRM

The last weeks have been a good introduction into the world of CRM. It bedazzled me that Microsoft CRM is used for all kinds of processes not related to marketing or sales. Microsoft CRM is being used within all kinds of organisations, like e.g. the justice department, offshore industries, in member based organisations etcetera.

The key lesson I learned was that the main aspect of CRM is  Relation Management. The nature of the relation can be everything, varying from lawyers  (justice department), end users and members that need to be supported.  Therefor the C in CRM should be replaced by the x. Where x can be anything you want, as long as the relation between x and your organisation is the central aspect.

This results in the following equation:   CRM == xRM

Food for thought….

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