The pen is mightier than the sword when it comes to changing the way things are done. So why splatter wooden words all over the place when trying to convince organisations to change the way they manage customers. Here is the hot list of jargon terms to declare war on if you want to really influence others.
This editorial was published on 16 February 2005.
By Jennifer Kirkby
About the author
![Jennifer Kirkby](/files/siftmedia-mycustomer_images/photos/jennifer_kirkby_80x100.jpg")
Jennifer Kirkby is the CMC's Strategy & Business Analyst.
Currently a Director of White Waves Ltd, she was formerly CRM Research Director for Gartner, where she was a primary architect of The Eight Building Blocks of CRM and advised numerous Fortune 500 companies across Europe and Asia on their customer strategies, techniques and CRM technology.
Prior to that Jennifer was with the UK’s Modernising Government initiative running programmes to demonstrate how CRM techniques were applicable to Public Services. This followed 15 years of marketing practice in financial services and manufacturing, where she had roles in marketing research, database marketing, brand and product management, business development and strategic marketing.
She holds a degree in Economics from Leeds University and professional qualifications in Marketing, Market Research and Programme Management.
