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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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