Crm Systems Evolved Towards Sales Force Automation

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Introduction 1.1 Background Customer Relationship Management as a Philosophy started in the '70s. Peter Drucker, a well-renowned management consultant, stated that "The true business of every company is to make and keep customers". Today, the concept of CRM has grown in a global scale. Companies have evolved to focus products solely based on customer’s demands. Over the years, the CRM model does not limit to just being about customer centric but also to use customer profitability as a catalyst in making decisions. [2] • In 1980s: CRM was based on Database Marketing, i.e. by collecting and analyzing customer information. • In 1986, ACT! Introduced their contact management software to the businesses which allowed for the efficient storage…show more content…
Using intranet, extranet, and the internet, e-CRM vendors offered a level of intra-organizational. • In 1999, Salesforce introduced the Software as a Service (SaaS) model. This model is more generally known as an On-Demand CRM. • In early 2000, Microsoft entered the CRM market with Dynamics CRM, and Oracle acquired Siebel and numerous other enterprise application vendors. • In 2007, Salesforce introduced as a platform as a service built, hosted, maintained on cloud and known as cloud-based CRM. • In recent times, Social CRM has exploded onto the market. This focuses more on interaction than a transaction. All ASPs offering CRM products are evolving to various modes On-Premise, On-demand/cloud-based or both. Offering flexibilities to integrate more features like customer service and social CRM. On-demand/Cloud-based and SaaS CRM solutions are gaining popularity due to low initial cost, latest features, cross browser/devices, 24/7 accessibility and easy to market availability. 1.2 Research Objective The overall objective of the thesis is to examine the viability of CRM solutions utilizing the On-premise vs On-demand / Cloud-Based / Software as a Service model of approach for enterprises. To serve the objective, a theoretical study about CRM would be performed, detailing CRM definitions, technologies, and the market. Review the general characteristics of Organizations and how CRM helps in improving the businesses
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