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Customer Relationship Management: The Bottom Line to Optimizing Your ROI by Dr. Natalie L. Petouhoff, Dr. Jon Anton

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Customer Relationship Management: Reducing the Chaos to Order

The dream of any business leader is to be able to predict the future. The only way to do that is via Customer Relationship Management (CRM) because, in the end, if there are no customers, then there is no business, and no future. Companies today are spending more on CRM than they ever have.

The percentage of companies that will spend more on CRM in 2001 vs. 2000: 74 percent.

—Harte-Hanks, Jupiter Media Metrix, July 2001

In our technology consulting, we started to ask:

  • How smart is the spending?

  • What kinds of technology are being purchased?

  • Does that technology really manage the customer relationship?

  • What is the return on investment for the technology?

  • Is anyone measuring ROI? If not, ...

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