Making the business case for customer relationships: part one

Posted by MyCustomer in Customer intelligence, Customer experience, Marketing, Technology on Fri, 22/06/2007 - 15:56

Jennifer KirkbyBy Jennifer Kirkby, consulting editor

I’m sure I’ve still got them somewhere - the Bain PowerPoint charts from the mid 1990s that claim a 5 percent improvement in customer retention can enhance profit by up to 85 percent. This seductive business case, lubricated by IT salesmen, helped kickstart CRM. Then came the great 2001 revelation that 55 percent of CRM projects failed to meet expectations – and the hunt for CRM return on investment (ROI) was on.

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