Editing Customer relationship management (section)

==History==
The concept of customer relationship management started in the early 1970s, when customer satisfaction was evaluated using annual surveys or by front-line asking.<ref>{{Cite web |title=CRM History: The Evolution Of Better Customer Service |url=https://www.streetdirectory.com/travel_guide/124130/enterprise_information_systems/crm_history_the_evolution_of_better_customer_service.html |access-date=2020-05-24 |website=www.streetdirectory.com}}</ref> At that time, businesses had to rely on [[Mainframe computer|standalone mainframe systems]] to automate sales, but the extent of technology allowed them to categorize customers in [[spreadsheet]]s and lists. One of the best-known precursors of modern-day CRM is the [[Farley File]]. Developed by [[Franklin Roosevelt]]'s campaign manager, [[James Farley]], the Farley File was a comprehensive set of records detailing political and personal facts about people FDR and Farley met or were supposed to meet. Using it, people that FDR met were impressed by his "recall" of facts about their family and what they were doing professionally and politically.<ref>{{Cite web |date=27 May 2021 |title=Software survey: CRM systems in 2021 |url=https://www.accountingtoday.com/news/software-survey-crm-systems-in-2021 |access-date=2 June 2021 |website=Accounting Today}}</ref> In 1982, Kate and Robert D. Kestenbaum introduced the concept of [[database marketing]], namely applying statistical methods to analyze and gather customer data.{{citation needed|date=November 2018}} By 1986, [[Pat Sullivan (programmer)|Pat Sullivan]] and [[Mike Muhney]] had released a customer evaluation system called [[Act! CRM|ACT!]] based on the principle of a digital Rolodex, which offered a contact management service for the first time.

The trend was followed by numerous companies and independent developers trying to maximize lead potential, including [[Thomas Siebel|Tom Siebel]] of [[Siebel Systems]], who designed the first CRM product, [[Siebel Systems#Key dates|Siebel Customer Relationship Management]], in 1993.<ref>{{Cite web |last=Vitek |first=Chris |date=January 10, 2017 |title=How Context Sits at Intersection of CRM, ACD |url=http://www.nojitter.com/post/240172247/how-context-sits-at-intersection-of-crm-acd |access-date=8 June 2017 |website=No Jitter}}</ref> In order to compete with these new and quickly growing stand-alone CRM solutions, established [[enterprise resource planning]] (ERP) [[software companies]] like [[Oracle Corporation|Oracle]], [[Zoho Corporation]],<ref name="Mukherjee-2017">{{Cite web |last=Mukherjee |first=Sharmistha |date=2017-02-02 |title=How to build a global company from a small town: The Zoho story |url=https://techseen.com/2017/02/02/global-company-zoho-story/ |access-date=2022-05-17 |website=TECHSEEN |language=en-US}}</ref> [[SAP SE|SAP]],<ref>{{Cite web |title=SAP R/3 SD Wiki |url=https://wiki.scn.sap.com/wiki/display/ERPLO/ERP+SD |access-date=7 January 2019}}</ref> [[PeopleSoft|Peoplesoft]] (an Oracle subsidiary as of 2005)<ref name="McMillan-2005">{{Cite web |date=2005-01-10 |title=It's official: Oracle closes on PeopleSoft acquisition |url=https://www.computerworld.com/article/2568706/it-s-official--oracle-closes-on-peoplesoft-acquisition.html |access-date=2021-08-18 |website=Computerworld |language=en}}</ref> and [[Microsoft Dynamics NAV|Navision]]<ref>{{Cite web |title=Navision 3.0 |url=https://dynamicsuser.net/nav/w/history/131/navision-solutions-3-00 |url-status=dead |archive-url=https://web.archive.org/web/20210603095805/https://dynamicsuser.net/nav/w/history/131/navision-solutions-3-00 |archive-date=3 June 2021 |access-date=7 January 2019}}</ref> started extending their sales, distribution and customer service capabilities with [[List of embedded CRM systems|embedded CRM modules]]. This included embedding [[Sales force management system|sales force automation]] or extended customer service (e.g. inquiry, activity management) as CRM features in their ERP.

Customer relationship management was popularized in 1997 due to the work of Siebel, [[Gartner]], and [[IBM]]. Between 1997 and 2000, leading CRM products were enriched with shipping and marketing capabilities.<ref name="COMP">{{Cite news |title=History of CRM Software |url=http://comparecamp.com/introduction-history-crm-software/ |access-date=8 February 2017 |work=comparecamp.com}}</ref> Siebel introduced the first mobile CRM app called Siebel Sales Handheld in 1999. The idea of a stand-alone, cloud-hosted customer base was soon adopted by other leading providers at the time, including [[PeopleSoft]] (acquired by Oracle),<ref name="McMillan-2005" /> [[Oracle CRM|Oracle]], [[SAP CRM|SAP]] and [[Salesforce.com]].<ref>{{Cite book |last=Jha |first=Lakshman |url=https://books.google.com/books?id=NbnZwhUjlF0C |title=Customer Relationship Management: A Strategic Approach |publisher=Global India Publications |year=2008 |isbn=9788190721127 |access-date=8 June 2017}}</ref>

The first open-source CRM system was developed by [[SugarCRM]] in 2004. During this period, CRM was rapidly migrating to the cloud, as a result of which it became accessible to sole entrepreneurs and small teams. This increase in accessibility generated a huge wave of price reduction.<ref name="COMP" /> Around 2009, developers began considering the options to profit from social media's momentum and designed tools to help companies become accessible on all users' favourite networks. Many startups at the time benefited from this trend to provide exclusively [[social CRM]] solutions, including [[Base CRM|Base]] and [[Nutshell CRM|Nutshell]].<ref name="COMP" /> The same year, Gartner organized and held the first Customer Relationship Management Summit, and summarized the features systems should offer to be classified as CRM solutions.<ref>{{Cite press release |title=Gartner Announces Customer Relationship Management Summit 2009 |date=5 August 2009 |url=http://www.gartner.com/newsroom/id/1114712 |access-date=8 February 2017 |url-status=dead |archive-url=https://web.archive.org/web/20140122085755/http://www.gartner.com/newsroom/id/1114712 |archive-date=22 January 2014 |website=[[Gartner]]}}</ref> In 2013 and 2014, most of the popular CRM products were linked to business intelligence systems and communication software to improve corporate communication and end-users' experience. The leading trend is to replace standardized CRM solutions with industry-specific ones, or to make them customizable enough to meet the needs of every business.<ref>{{Cite news |title=Industry Specific/Vertical Market CRM Solutions |url=http://www.smallbizcrm.com/vertical-market-crm/ |access-date=8 February 2017 |work=smallbizcrm.com}}</ref> In November 2016, [[Forrester Research|Forrester]] released a report where it "identified the nine most significant CRM suites from eight prominent vendors".<ref name="forrester-crm">{{Cite report |url=https://www.forrester.com/report/The+Forrester+Wave+CRM+Suites+For+Enterprise+Organizations+Q4+2016/-/E-RES129311 |title=The Forrester Wave: CRM Suites For Enterprise Organizations, Q4 2016 |date=21 November 2016 |publisher=[[Forrester Research|Forrester]] |access-date=13 September 2017}}</ref>