TITLE

CRM's SILVER LINING

AUTHOR(S)
Harding, David; Cheifetz, David; DeAngelo, Scott; Ziegler, Elizabeth
PUB. DATE
March 2004
SOURCE
Marketing Management;Mar/Apr2004, Vol. 13 Issue 2, p27
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Although conventional wisdom holds that the majority of CRM solutions have fallen short of their promise, this article suggests that a silver lining may exist in the clouds of past CRM disappointments. Companies can generate real value from previous CRM investments (and ensure that future spending is more productive) by moving beyond a focus on technology and concentrating instead on a few critical business objectives that will drive bottom-line results. In addition to defining the objectives, ensuring that the employee behavior change takes place is essential to creating value. INSET: EXECUTIVE briefing.
ACCESSION #
12884334

 

Related Articles

  • Tesco charity tie-up to boost Baby Club.  // Precision Marketing;11/15/2002, Vol. 15 Issue 8, p2 

    Reports that the Texco Baby Club is extending its customer relationship management strategy to raise its profile among parents who either have sick or premature babies. Plan to launch a parent information guide for parents; Plan to raise its profile among parents by collaborating with charities...

  • When 360 Degrees Is Not Enough. Wyner, Gordon A. // Marketing Management;Jul/Aug2001, Vol. 10 Issue 2, p4 

    Criticizes the 360-degree view of the customer. Failures of the approach; Influence of the technology on 360-view of customers; Approaches that can help marketers understand the external view, or the customer's perspective outside the organization.

  • Get smart with your CRM. Obrecht, John // B to B;1/14/2002, Vol. 87 Issue 1, p9 

    Comments on the shortcomings of customer relationship management (CRM) in the United States. Problems of CRM; Application of intelligence; Significance of CRM in the marketing sector.

  • Italian growth grinds to a halt. Caspani, Giuseppe // Precision Marketing;3/22/2002, Vol. 14 Issue 25, p9 

    Discusses the performance of the Italian marketing industry in 2001. Key markets that are instrumental in driving growth; Promotional activities where customers are encouraged to interact; Role of customer relationship management in marketing activities.

  • Service is a three letter word. Beishon, Marc // Director;Nov2001, Vol. 55 Issue 4, p107 

    Examines the impact of customer relationship management (CRM) on business. Concept behind CRM; Expansion of the definition of CRM; Elements of a successful CRM system. INSETS: Printmountain;MAN Trucks;LFN;Gataka

  • Customer Relationship Management: Emerging Practice, Process, and Discipline. Parvatiyar, Atul; Sheth, Jagdish N. // Journal of Economic & Social Research;2001, Vol. 3 Issue 2, p1 

    Customer relationship management (CRM) has once again gained prominence amongst academics and practitioners. However, there is a tremendous amount of confusion regarding its domain and meaning. In this paper, the authors explore the conceptual foundations of CRM by examining the literature on...

  • A matter of experience.  // Precision Marketing;11/15/2002, Vol. 15 Issue 8, p12 

    Discusses how companies in the experiences market in Great Britain are refining their marketing strategies in a bid to attract more customers. Use of mailing strategies; Use of customer relationship management.

  • SEVEN BREAKTHROUGH CRM STRATEGIES. Le Pla, Ruth // NZ Marketing Magazine;Oct2002, Vol. 21 Issue 9, p8 

    No abstract available.

  • Keep due diligence simple--it's really boring. Surguy, Jim // Precision Marketing;2/14/2003, Vol. 15 Issue 18, p14 

    Discusses problems facing marketing agencies. Advice on customer relationship management; Approach in buying a marketing agency.

  • Customer Managed Relationships.  // Marketing Review;Summer2002, Vol. 2 Issue 4, p1 

    Relationships can be difficult as we all know. This is particularly true of business relationships. We work very hard indeed to acquire new customers and we want to do all that we can to keep them loyal and persuade them to buy more. But customers are wise to gimmicks, they know the marketing...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics