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Unit 1: Introduction to Customer Relationship Management




          the introduction of CRM, many companies, especially those that were in the Fortune 500 category,  Notes
          didn’t feel the need to cater to the company. In the minds of the executives, they have tremendous
          resources and could replace customers whenever it became necessary. While this may have
          worked prior to the 1980s, the introduction of the Information Age allowed people to make
          better decisions about which companies they would buy from, and global competition made it
          easier for them to switch if they were not happy with the service they were getting.
          Today, CRM is being used to achieve the best of both worlds. Companies want to  maintain
          strong relationships with their clients while simultaneously increasing their profits. The CRM
          systems of today could be called “true” CRM systems. They have become the systems that were
          originally envisioned by the pioneers of this paradigm. Software companies have continued to
          release advanced software programs that can be customized to suit the needs of companies that
          compete in a variety of different industries. Instead of being static, the information processed
          within modern CRM systems is dynamic. This is important, because we live in a world that is
          constantly changing, and an organization that wants to succeed must constantly be ready to
          adapt to these changes.

          Landmarks in the History of CRM: 1960-2010


            1960s       Mass Production/Mass Product
            1970s       Mass Market
            1980s       Total Quality Management
            1990s       Customer Relationship Management (CRM)
            2000s       Customer Relationship Management (CRM)
            2010s       e-Customer Relationship Management (e-CRM)

          Mass Production/Mass Product: Mass Production  is a  system of  manufacturing based  on
          principles such as the use of interchangeable parts, large-scale production, and the high-volume
          Assembly Line. Although ideas analogous to mass production existed in many industrialized
          nations dating back to the 18th century, the concept was not fully utilized until refined by Henry
          Ford in the early 20th century and then developed over the next several decades. Ford’s success
          in producing the Model T automobile set the early standard for what mass production could
          achieve. As  a result, mass production quickly became the dominant form of manufacturing
          around the world, also exerting a profound impact on popular culture. Countless artists, writers,
          and filmmakers used the image of the assembly line to symbolize either the good or the evil of
          modern society and technological prowess.
          Mass  production techniques  maximized the  profit  making  ability of  corporations,  but  it
          dehumanized the lives of workers. Frederick W. Taylor introduced Scientific Management at
          the beginning of the 20th century, which used time and motion studies (often timing them with
          a stopwatch) to measure workers’ output. Taylor’s goal was to find the ideal process and then
          duplicate it over and over. In the abstract, scientific management was a giant leap forward, but
          in reality, mass production led to worker unrest, turnover, and  social conflict. Unionization
          efforts, particularly the struggles to organize unskilled workers by the Congress of Industrial
          Organizations (CIO) in the 1930s and 1940s, and battles between management and employees
          intensified as workers became more alienated because of the factory setting.

          Mass Market: Mass Marketing is a market coverage strategy in which a firm decides to ignore
          market segment differences and go after the whole market with one offer. It is type of marketing
          (or attempting to sell  through persuasion)  of a product to a wide  audience. The  idea is to
          broadcast a message that will reach the largest number of people possible. Traditionally mass
          marketing has focused on radio, television and newspapers as the medium used to reach this




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