Which of the following best describes CRM?

Question

BlackTom AI · Accepted Answer

To approach this question, I’ll examine what CRM stands for and what it emphasizes in practice.
Option a. A process. While CRM involves processes (like managing customer interactions), describing CRM as merely a process is incomplete. CRM encompasses more than a single process; it includes strategies, culture, and ways of engaging with customers across the organization.
Option b. A set of technologies. CRM often involves technology (CRM software, databases, analytics), but restricting CRM to a set of technologies misses the broader organizational mindset and methodologies that guide how those tools are used. Technology supports CRM, but CRM is not defined solely by tech.
Option c. An information system. A CRM system can be considered an information system, since it collects and stores customer data to support decision making. However, calling CRM only an information system narrows its scope to data handling and reporting, ignoring the behavioral and strategic aspects of how an organization treats its customers.
Option d. A way of thinking and acting. This option emphasizes the cultural and behavioral dimension of CRM: a customer-centric mindset, consistent customer engagement, and a philosophy guiding interactions across departments. This broader view captures how CRM is implemented in practice, beyond tools or processes alone.
Overall, options a, b, and c describe important components or manifestations of CRM, but they don’t capture the full, integrative nature of CRM as a guiding ethos for customer relationships. The strongest descriptor is option d, which conveys the organizational mindset and actions aligned with customer relationship management.

INFS5602-Digital Capabilities for Bus - T3/2025

Which of the following best describes CRM?

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