Chipman (2011, p. web) views what constitutes old and new customer relationship management system from two major angles. First, he looks at the processes put in place to achieve customer relationship management and secondly, he looks at the type of information and communication technology used. Degeorgia (2010, p. web) would however see the type of information and communication technology used as part of the process to achieve customer relationship management and therefore argue that “all that constitutes an outmoded customer relationship management system is an outmoded approach to satisfy customers.” Referring to the processes and procedure used in the old system of customer relationship management, Chipman notes that must effort on satisfying customers was placed on maximizing productivity. This way, customers and consumers were expected to have a feel of satisfaction out of the end product or end service rendered to them by the companies involved. By this old order, the customer was not directly involved in the customer relationship management system. Supporting the argument, Degeorgia (2010, p. web) adds that “the old system of customer relationship management made the customer a passive beneficiary of enhancement programs put forward by the company.” The bowl of contention between the two writers had to do with whether the use of information and communication technology should be separated as treated as a different component of the old system. The two writers however agree that the old system of customer relationship management lugged behind in terms of information and communication technology.
Writing on the new customer relationship management system, Chipman (2011) posits that there is no longer so much focus on productivity but personal welfare of customers. In support of this point, Degeorgia (2010) notes that the new system of customer relationship management deals directly with how customers may feel part of the affairs of the company. By this means, most companies are seen to be doing better job of retaining existing customers (Chipman, 2011). By active participation of customers in the new customer relationship management system, both writers point out that these days, companies have devised means to make the voices of customers heard on the running of companies. Customers now determine what they want from the companies rather than the companies determining what customers should get. Customers are offered the opportunity to interact with staff, employees, managers and employers more personally. It is in this area that modern information and communication technology is also given room to operate. Though the two writers are certain that modern technology has made access to companies by customers easier, they are divided on why this has happened. Chipman holds the assertion that companies are being forced to adopt to modern technology because their older system of running customer relationship management is no longer fitting into the new requirements and upgrading associated with modern technology. He uses simple operating system as an example saying “an older contact manager that is at the end of its lifecycle mean that it will not run on a newer operating system such as Windows 7 and that it will likely not integrate with newer office suites.” Degeorgia gives a contrary assertion stating that companies are switching to modern technology out of will and not that their older systems cannot fit modern technology.