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Integrated Relationship Management - a real term?

Do you know the meaning of Integrated Relationship Management?

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Although you don't indicate the source of this term, I can only guess that it was found in a vendor-specific press release or brochure. Vendors are constantly trying to differentiate themselves from each other. In this case, Integrated Relationship Management might lead one to believe that CRM is somehow non-integrated. My advice is to take the terminology with a grain of salt. Finally, don't forget that relationships are between people, the technology is only an enabler. Business process is the glue that brings it all together and makes it work. So, I would be suspicious of any claim that a particular software product will result in "integrated relationships".

This was first published in May 2002

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