“There are things known and there are things unknown, and in between are the doors of perception.”―   Aldous Huxley.

To make known the things unknown, I ventured into the world of CRM. So to start off with, we have entered into a new era called the “age of the customer” era. While companies have always, to a greater or lesser extent, called themselves “customer-centric,” this is different. It is not about customer-centric thinking or taking the attitude that the customer is always right. Instead, the new power of customers means that a focus on the customer now matters more than any other strategic imperative.

Companies trying to win over sustainable competitive advantage through bringing differentiations in brand, manufacturing, distribution and IT are all now only table stakes. The only source of competitive advantage is the one that can survive the technology-fuelled corporate world. It is not only an obsession with understanding, delighting, connecting with the customers but also serving them in the long run. Effectively managing the relationships of the company with those who buy and use your company’s products and services has never been more important. As a result, managing customer relationships has become a top priority for continued business success. Tough economic conditions, the increasing cost of doing business, stiff competition, and the need to support and personalize every customer interactions are forcing business and the technology leaders to think about the customer relationship management (CRM) life cycle beyond outdated and legacy CRM tools.