Execs, Not Tech

Goldenberg, Barton
February 2007
CRM Magazine;Feb2007, Vol. 11 Issue 2, p10
Trade Publication
The article comments on the secret to driving successful customer relationship management initiative. It is important to enhance customer-facing business operations, securing buy-in for the enhanced processes and afterwards employing technology in support of the processes. The author argues that executives should develop ways to address the new demands of the firm's increasingly difficult distribution channel.


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