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Les Francis of ITnet suggests core applications should be extended under a relationship management strategy.
RM theorem
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Les Francis: organisations preoccupied with technology will not only fail to achieve RM implementations but will also achieve poor results
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Businesses need to make the most of their existing data – it’s key to their competitive survival. Relationship management (RM), an expression that refers to the relationships with anyone who interacts with the organisation, could provide the answer by adding value through extended service offerings.
However, despite the growing acceptance of RM, the infiltration of large vendors offering hefty ‘all-encompassing’ RM solutions has muddied the waters. The emergence of various new and often confusing buzzwords such as ERM, e-RM, e-CRM and i-RM is also not helping. While these wider acronyms are used interchangeably within the marketplace, they in fact only form a small part of the complete RM jigsaw.
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International Consultants' Guide 2002
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Market Overview