Transforming the Car Salesman into a Customer Manager: Information Technology Holds the Key

11th Dec 2000
This paper considers the key role of IT in modern customer-based marketing. It begins with an overview of customer-centric systems and explains how companies can develop a customer-centric data cache without replacing their existing product-focused IT system. The concepts of CRM and 1:1 Marketing are introduced, and some crucial differences between these approaches and the dying field of database marketing are highlighted. The conclusion argues that "CRM is more than just using a data warehouse for better targeted direct marketing activities. Increasingly, companies must treat every customer interaction as a valuable revenue opportunity and the combination of advanced systems and streamlined processes in the customer care centre can help companies to build and maintain that elusive edge."
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