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C
USTOMER
R
ELATIONSHIP
M
ANAGEMENT
Executive Summary
New developments in technology enable organisations to gather a greater amount of
information about customers and business contacts than ever before, and provide more
efficient ways of managing it. In targeting products and services to the appropriate
markets and in developing new approaches to business development data, relating to
customers provide an essential tool. Customer Relationship Management software
(CRM or eCRM) is dedicated to the storage, organisation and maximum utilisation
of these data.
Without an effective CRM solution, customers may have a fragmented view of an
organisation, increasing the likelihood of inefficiencies emerging in the organisation's use
of customer information and other vital resources. CRM software vendors offer a holis-
tic, pan-organisational approach to the collection and use of this information.
CRM technology is a relative newcomer to the cultural heritage sector, but this report
demonstrates that it has much relevance. As well as helping organisations maximise profits
and maintain their competitive edge, CRM software can reduce duplication of effort,
eliminate contradictory information and present a unified and personalised face to
customers, patrons, partners and visitors.
After outlining the basics of CRM philosophy and how it translates into technological
applications, this report goes on to detail the specifics of some of the leading CRM
solutions vendors. It includes case studies and scenarios of existing and potential CRM
applications in the heritage sector, and predictions for future developments in CRM
technology, specifically how these are likely to impact on and benefit heritage
organisations.
Customer Relationship
Management
21
telesis, A
ustria