In my mind CRM should be user-centred, just as user-centred design is an essential part of creating the right website for your target audience.
So... if CRM is traditionally based around: People, Process, Technology & data, then user-centred CRM should evolve this thinking. But rather than being around the 'what' you need to do, it should be far more about the 'how' & 'why':
- People becomes: Identify, observe, understand and analyse
- Process becomes: Timeley, relevant and flexibile
- Technology & Data becomes: Integrated, optimised & scalable
The document I was referring to was "Multichannel customer managment" by Stone, Hobbs & Khaleeli.