I have been a practitioner in the ranks of CRM for a long time, in fact, since before it had that name. 16 years at Gartner. 8 as an end user before that. And in that whole time, the “M” in CRM, “management”, has always bothered me.
I never liked that word. I don’t believe customers want to be “managed” (I know I don’t). And I have read many pundits who have made that point. But the issue always has been, what would be the correct term? I have heard all kinds of recommendations. “Partnership”, “Relationship”, “Experience”. All have their merits, but none ever seemed right. I think the problem is that there is no one word that works. The reason is that it is two.
I think the correct words are “insight” and “information”. That is really what it is all about. What we think of as CRM is about acquiring information and gaining insight to know what the customer is telling us, and what we should be doing going forward. That is the real key to what we are trying to accomplish in CRM. And e commerce and social media just exacerbates this. It is all about information and insight.
Now I am not recommending that we change the moniker from CRM to CRII. Clearly that doesn’t work. But maybe it is time we thought less about management, and more about insight.
View Free, Relevant Gartner Research
Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.Read Free Gartner Research
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.