No Successful CRM without MRC
The market research contribution
Thomas LiehrNFO Infratest
INTRODUCTION
During the last years, CRM has grown to an omnipresent buzzword that vendors discovered to be useful in promoting their products and services, ranging from call centre software to management consulting approaches. The consulting firm META Group proposed a framework that allows the structuring of these apparently different topics. The main distinction that has been widely adopted in the literature, the wording and the common understanding in the industry is made between analytical and transactional CRM.
Transactional CRM basically deals with the optimisation of customer...