FT.com site; Oct 06, 2004
By focusing on the performance indicators that really matter, a new generation of CRM tools is helping businesses to gather valuable information about their customers and improve the effectiveness of the marketing operation. Michael Dempsey reports.
Bernard Marr is a research fellow at Cranfield School of Management and a lecturer in performance management at the University of Basilicata in Italy. He and his colleagues have recently completed a huge survey of more than 780 CEOs and CFOs at major US companies.