Customer relations management (CRM) software systems have been applied to almost every element of business that even remotely interacts with a customer. The original concept of CRM is far different than it is now. Since its beginnings, CRM systems have evolved into what it is today. Its evolution is driven by three elements: technology, integration and process. Recently, there has been a move to add another element to this evolution process: customer-driven CRM.

Technology has always been used to establish better communication with customers. Better communication results in improved marketing, planning, campaign management, forecasting and problem solving. Sometimes this will work to the advantage of the business owner. However, if the information provided by the technology is flawed, the process does not improve the quality of the outcome.

Integrating the data gathered by the technology is the next step in the evolution of the CRM system. Instead of operational silos that hinder customer relations, the organization as a whole takes responsibility for customer satisfaction. It is now easier to respond to sales opportunities, or issues customers may have and take the appropriate actions necessary to rectify the situation.

During the process of the evolution, it is noted that some parts of the system might be outdated or ineffective, and these parts can be eliminated from the process. By doing so, the process can be recreated to fit the need of customers. The results become more predictable and improve effectiveness in serving the customer.

Customer-driven CRM deal with the ever-changing business trends. Todays customers have changed their needs because of disruptive change in their lives. The uncertainties surrounding the post September 11 world have changed the priorities and values of customers. Without knowing exactly what is in a customers head, it is very difficult to establish customer relations strategies that serve the needs and expectations of buyers and sellers. The entire CRM software system is designed to improve the effectiveness and efficiency of the sellers business. This is not an easy task; rather, it is complex and ever changing.