The jury’s out on CRM and marketing systems. Just over
half the respondents to this year’s Conspectus
survey say they have successful or very successful CRM
systems. The rest have gained limited or no major benefits
from their investment.
Is that glass half full or half empty? Whatever your view,
it’s clear that customer management is no easy undertaking,
no exact science. But it’s vital and so the money keeps being
poured in. How do you develop a customer management strategy?
How do you know if you are actually ‘customer driven’? How
do you exploit new opportunities like location-based information?
How do you turn call centres into profit centres?
The consultant authors in this issue help with these and
other issues as companies continue the battle to improve the
return on their CRM spending.
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CRM,
Contact Centre & Marketing Systems