Nick Salter: true ROI may be impossible
to predict
In recent years, organisations have become increasingly aware
of the need to manage their customer relationships more efficiently.
The drive to ‘implement CRM’ has resulted in many interpretations
of how best this should be achieved. Certainly there is no
shortage of software vendors, data suppliers and service providers
eager to assist the client with reaching their desired outcomes.
However, it is becoming evident that this recognition of
the importance of customer management has not been matched
by an awareness of how companies should manage the information
that they hold on each customer, let alone cope with the daily
influx of ever-increasing data arriving via multiple touchpoints.
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