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Unlock the Mysteries of Your Customer Relationships

Unlock the Mysteries of Your Customer Relationships

The authors suggest looking past quantitative CRM data to qualify the relationship between the brand and the customer.

Author(s): Jill Avery, Susan Fournier, John Wittenbraker

Publisher: Harvard Business Review

Date of publication: 2014

Read this article on the publisher's website [Harvard Business Review]

Synopsis

This article is one of the sources used in Manageris’ synopses:

Really know your customers

Really know your customers

Surveys conducted by companies to know their customers better often result in failures in launching or improving their products and services. How can you make customer surveys more reliable?
244b – Synopsis (8p.) Customer Relationship