The history of CRM comes from the direct marketing (direct mail) industry (contact management systesm), the utility companies, sales force automation (SFA) products and client name and address systems within the EPR (Enterprise Resource Planning) areana – namely Accounts Recievables, Manufacturing and Sales Order processing. Binging client information together into one place, called a 360 Degree view of the client, is the ambition of a modern CRM system.
Authors in this Area.
Not the first but probably the most noteworthy authors in this area with consideration to how the business in the new information era should use a CRM are Peppers and Rodgers. These authors really put the idea of the 360 degree view of the client and increased profits from lower churn and high resales. Other authors are George Slater, Infusionsoft Best of the Best, author or Better SEx (sales and extrodanary profits) with CRM along with Tom Sieble the aritect of Sieble Software (now owned by Oracle Corp).
Disperate CRM Software
This is where parts of the CRM software are not joined together by computer code or business procesess. This often happens in older organisations where there is great investment in old systems that do not “talk” to the newer CRM or Sales Systems.
Often information has to be exported and imported between systems to keep them up to date. Intergrated CRM Software This is where the CRM system is intergrated in part or in whole by computer code into itself and some outside systems.
For example with the online CRM application Infusionsoft they have a API (application program interface) that allows for intergration into outside applications such as Paypal, Ebay, Business Direcotries and Forums. This means that if one part of the information on a client is updated then all the other systems, with their own databases are updated at the same or near same time.
Enterprise Single Database
CRM Software This is CRM software that is completely intergrated into one enterprise software solution, such as Oracle or SAP. There is just one Database (or that is what there should be). This one database is accessed by many different software modules, such as accounts, payables, CRM and Manufacturing. The data is updated and because there is only one database that information if updated for everything.