Boston, Mass., Nov. 7, 2000 –In its latest industry report, the International eRetail Association suggests companies need to think beyond CRM to remain competitive. The report suggests companies need to adopt a customer- centric architecture (CCA), which transforms the way in which the entire company interacts with customers.

The 2000-10 report, ``Customer Centric Architecture and CRM'', highlights the need for more than just the implementation of CRM technology to be able to nurture and retain customers. ``A customer-centric architecture is a business model that puts the customer front and center,'' said Nigel Fenwick, president of the eRetail Association and eRetailNews. ``With the advent of the Internet, companies have moved from a product-centric business model to more of a service- oriented model, at least in the online environment. To win, a company must constantly adapt itself, figuring out how to satisfy its customer's needs more effectively and more efficiently than its competitors. A customer-centric architecture is designed to help companies do this.''

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