How much will CRM technology get you close to your customers, or is there more needs to be done? Rob Brickle reports.
Customers: are you thinking what they’re
thinking? - Part 1 |
Part 2
Rob Brickle: many executives may need
to stand away from CRM technology for a time
Say ‘customer relationship management’ to most people and
they automatically think software. Not one type of software,
interestingly, but a range of applications – from contact
management and sales automation systems through to sophisticated
enterprise systems.
This hasn’t changed much in the 10-plus years that CRM has
been around. Granted that there is now a lot more definition
about the various ranges in the CRM spectrum but it is still
a very mixed marketplace.
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