March 2021
Intermediate to advanced
212 pages
4h 39m
English
Content preview from Customer Relationship Management
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Like many management innovations, a multitude of spins on the subject often rapidly emerge and can create distortions, myths, and misunderstanding of the true application and worth of the innovation.
CRM is no exception. Firstly, it is neither new nor an innovation. Any marketing orientated company can vouch for that where the customer has always been the center of their universe, and continuously seeking out and meeting customer needs (if not their wants) their mantra.
Secondly, the thrust of the drive to put CRM on the management agenda has largely been through software companies’ marketing proprietary CRM systems. Certainly these systems have made a real step change in data processing in capturing, storing, marshalling, ...
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