From Customer Research to CRM
How understanding the customer is the cornerstone of effective CRM
Chris BrookeDow Corning andFarrokh SuntookTotal Research
Introduction
CRM has tended to be defined in terms of IT systems and processes relating to the mechanics of supplier-customer communications and transactions, the CRM activity being designed by the suppliers themselves sometimes to suit their own convenience rather than to enhance the benefit to the customer. The fact that the benefits of CRM have not always lived up to expectations may, at least in part, be traced to this tendency to lose...