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CRM Glossary



1-to-1 Marketing

A marketing strategy aimed at understanding individual customer behaviors, focusing solutions to individual
customer needs, personalizing communication and developing a unique relationship with the customer. Web-
based CRM system often use a combination of highly descriptive customer segmentation and personalized
marketing campaigns to achieve the 1to1 marketing strategy.

CRM relevance: Varies by CRM software solution. Frankly, most on-premise and on-demand CRM software
solutions give little weight and support to 1to1 marketing fulfillment. While the implementation strategy can be
accomplished with business processes and within the constructs of some CRM software products, there is
little structured support for this business practice which thereby puts the onus on software configuration and
the use of customization tools.

Additional 1-to-1 information:

  • Peppers & Rogers Group are well recognized 1-to-1 marketing industry champions, www.1to1.com.

360° Degree Customer View

A central and complete view of the customer relationship. From a CRM software perspective, this goal is aided by integration between marketing campaigns, customer support incidents and sales force automation customer selling.

CRM relevance: Highly relevant. For many organizations, achieving a 360° degree customer view is often one of the most cited CRM objectives and therefore web-based CRM software solutions have gone to great effort to provide this capability, albeit in different ways, as part of their software offerings.

Additional 1-to-1 information:

3G

The current generation of wireless protocol technology which supports data transmission rates between 384Kbps and 2Mbps. A few on-demand CRM software vendors utilize the 3G protocol for their wireless and mobile solutions.

CRM relevance: Moderately relevant. While mobile work forces continue to grow, few online CRM vendors have really capitalized on providing integrated 3G wireless solutions as part of their product offerings.

6 Sigma

Six Sigma is a statistical management methodology which focuses on business process improvement by removing defects from business processes. The Greek letter sigma is used to denote variation from a standard. The philosophy behind Six Sigma is that if you measure how many defects are in a process, you can figure out how to systematically eliminate them and get as close to perfection as possible. Six Sigma is realized if there are no more than 3.4 defects per million opportunities, where an opportunity is defined as a chance for nonconformance. Six Sigma advocates claim that its benefits include up to 50% process cost reduction, cycle-time improvement, less waste of materials, a better understanding of customer requirements, increased customer satisfaction, and more reliable products and services. It is acknowledged that Six Sigma can be costly to implement and can take several years before a company begins to see bottom-line results.

CRM relevance: Moderately relevant. 6 Sigma within a CRM context applies to both how CRM software manufacturers incorporate this business process improvement methodology into their development or customer support processes as well as how CRM products provide a mechanism - often through their customer support module - to permit users to track and measure defects.