TITLE

Making CRM Make Money

AUTHOR(S)
Almquist, Eric; Heaton, Carla; Hall, Nick
PUB. DATE
May 2002
SOURCE
Marketing Management;May/Jun2002, Vol. 11 Issue 3, p16
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
As companies search for ways to differentiate themselves in today's cluttered marketing environment, they have embraced customer relationship management (CRM) software and services. Yet many firms have failed to create value from CRM, largely because they have expected technology to do the job. Winning companies, by contrast, think about business issues first. They use technology to help target and develop valuable customers, realign their processes, and deliver an offer that's optimal for the customer—and for the bottom line.
ACCESSION #
6549241

 

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