The first type of CRM was developed in the United States where it was driven by technology. Under the direction of marketers, information technology and statistical algorithms were developed to increase the efficiency and effectiveness of selling a company's products. CRM systems, such as call centers, Web sites, customer service and support teams, and loyalty programs, are used to manage the relationship with customers. Database-driven CRM has claimed significant improvement in identifying profitable customers, increasing efficiency and effectiveness of target marketing, and increasing customer satisfaction. The second type of CRM was in B2B marketing in Scandinavia and Northern Europe. These are managed by marketing and sales. They are mostly based on structural ties between companies. Here, the emphasis is on understanding customer needs and then solving problems or delivering benefits that create demonstrable customer value. Information technology in this case is used to support rather than to drive customer relationships. The types of relationships that develop here are deep and meaningful for the companies and the involved people. (38 refs.)
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