Michael Collins says companies need to build customer management frameworks if CRM is to be successfully realised.
Putting customers into the frame
- Part 2 | Part
1
By focusing on profitable business, you will be able to understand
customer and product performance, and cost and income drivers
down to the individual customer.
These can be aggregated according to different levels – such
as product, division, geography, time period or process –
and used at all stages from product development to prospecting.
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