Customer Relationship Management

Customer Relationship Management

Avoid the common pitfalls of CRM.

Author(s): Stan Maklan, Simon Knox, Lynette Ryals, Joe Peppard, Adrian Payne

Publisher: Butterworth Heinemann

Date of publication: 2003

Manageris opinion

CRM is getting a lot of attention among popular management concepts today. Yet, many companies admit that their investments in this arena have been disappointing. Looking back on their experience in recent years, the authors of Customer Relationship Management identify the underlying reasons for these failures.