CRM Success Means Managing the Customer Lifecycle
(6/15/2001) CRM Project Volume 2
By Liz Shahnam, META Group
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CRM must evolve to a customer lifecycle management approach, encompassing and integrating all customer interactions and channels.
While the Web/electronic presence segment, or e-channel, has received a great deal of attention, only a minority of consumers utilize this channel on a regular basis. Further, while such Internet/electronic business-enabled CRM will continue to grow during the next two years, more traditional channels will remain critically important for most enterprises. Keeping these channels isolated is problematic because automation of traditional channels is critical in creating hybrid selling systems and avoiding channel conflict.
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