The trend was followed by numerous companies and independent developers trying to maximize lead potential, including Tom Siebel of Siebel Systems, who designed the first CRM product, Siebel Customer Relationship Management, in 1993. By 1986, Pat Sullivan and Mike Muhney released a customer evaluation system called ACT! based on the principle of digital Rolodex, which offered a contact management service for the first time. Kestenbaum introduced the concept of database marketing, namely applying statistical methods to analyze and gather customer data. Using it, people that FDR met were impressed by his "recall" of facts about their family and what they were doing professionally and politically. Developed by Franklin Roosevelt’s campaign manager, James Farley, the Farley File was a comprehensive set of records detailing political and personal facts on people FDR and Farley met or were supposed to meet. One of the best-known precursors of the modern-day CRM is the Farley File. At that time, businesses had to rely on standalone mainframe systems to automate sales, but the extent of technology allowed them to categorize customers in spreadsheets and lists. The concept of customer relationship management started in the early 1970s, when customer satisfaction was evaluated using annual surveys or by front-line asking.
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