n Management Today - Customer relationship management : the flavour of the month?

Volume 21, Issue 4
  • ISSN : 1027-4324



Extracted from text ... Attending a customer relationship management meeting in a corporate boardroom I overheard the CEO whisper to the financial executive: "We need to get back to basics. We are spending money on fanciful programmes that have no impact on our business!" Of course he may be right, especially as almost 70% of all CRM programmes are implemented without having a clear link to the strategy of the organisation, are not incorporated into the performance measurement system and often ignore the impact of the programme on the customer. Whilst this does not mean that the programme will fail, it's probability of success ..

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