At first blush, it doesn't seem that different from traditional marketing. What is new, however, is the use of technology for the active management of a firm's current customer base as a strategic asset. He's not alone in that assessment.
Companies run the risk of being swept aside if they fail to understand the shift.
Customer asset management' is a term you'll hear instead. The focus, therefore, is moving away from technology the customer must fit into, to technology that is built around the customer. As Colombo says, it's not enough just to have your sales department automated to the teeth. For example, after your company has deployed this type of system, your salespeople can no longer be blindsided by an on-going customer service issue of which they weren't aware. This includes contact management, activity management, opportunity management, call reporting, lead tracking, order entry and support, customer contact and telemarketing.