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Actualmente en el mundo empresarial existe la necesidad prioritaria de cuidar a los clientes. Las organizaciones invierten mucho, a veces demasiado, en este proposito. Esa inversion no siempre esta correctamente fundamentada y analizada, muchas veces prima mas la copia a los competidores, que un cuidadoso analisis de las necesidades internas de la propia organizacion. La orientacion de las organizaciones hacia el cliente, no es mas que el buen trato y el conocimiento exhaustivo del cliente, con el fin de incrementar su rentabilidad a lo largo del tiempo.Una de las modas que proliferan es la inversion (muchas veces gasto) en tecnologias CRM (Acronimo en ingles de Customer Relationship Management). CRM se percibe continuamente en el mundo empresarial como 'Tecnologia" no como "Filosofia" empresarial. La cifra de negocio mundial por la venta de este tipo de aplicaciones (es decir "tecnologia") es creciente, lo que sorprende si pensamos que, al mismo tiempo, mas de la mitad de los proyectos de implantacion fracasan, o si se quiere, no alcanzan el exito deseado. El principal motivo de fracaso suele ser por la falta de concordancia o alineamiento entre la tecnologia y la estrategia global corporativa. Esta alineacion debe aplicarse y verse reflejada en la estructura, cultura y los procesos de la organizacion, asi como en las politicas en cuanto a sistemas y tecnologias de la informacion. At the moment, in the business world, customer care is one of the most important organizational priorities. Organizations invest a lot, sometimes too much, in this purpose. That kind of investments are not always properly supported and analyzed by organizations, and often they are based on competitors' benchmark, instead of a careful analysis of the organizational internal needs. Customer orientation is just being kind with the client and trying to get as much information as possible out of the client, in order to increase its lifetime profitability.One of the trends that proliferate is the investment (most of the time, expenditure) in CRM (Customer Relationship Management) technologies. CRM is continuously perceived in the business world as "Technology" rather than "Corporate Philosophy". The world-wide business turnover of this type of applications (i.e. 'Technology") is increasing, which is surprising, given the fact that, at the same time, more than a half of the implementation projects are likely to fait, or simply do not meet the expectations. The main reason for this failure is usually the lack of concordance or alignment between technology and global corporate strategy. This alignment must be applied within the structure, culture and the organizational processes as well as in the Information systems practices.

CRM ¿filosofía o tecnología? : mitos y realidades de la orientación al cliente