Saving CRM

16th May 2001
This conference presentation argues that the credibility of CRM is under threat. Getting back on track requires a total focus on customer value, which requires more measurable techniques for acquiring and building customer loyalty. The presentation begins by focusing on the definitions of loyalty, before moving on to loyalty building programs. The potential of new channels for relationship building is analyzed and the benefits of Web-enabled call centers are considered in some detail. The confusion surrounding CRM implementation is described, and a more flexible, integrated architecture is called for. Finally, the incremental approach to CRM is presented.

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