Surprise, surprise CRM can work

Whittle, Sally
May 2003
IT Training;May2003, p41
Trade Publication
Customer Relationship Management's (CRM) shortcomings have been widely aired, but many companies have made the technology work by simply training their staff. The idea of CRM is simple — specialised software pulls together information on every customer from a company's databases, marketing and sales applications, call centres and legacy systems into a single view. In theory, the result is higher revenues, better service and greater customer loyalty. Harvard Business School professor and Internet guru Michael Porter famously commented that the biggest mistake companies made when rolling out CRM was“an excessive focus on the customer”. INSET: Case study.


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