CRM: relationships or management?

Karen Enver, planning director at Draft London, argues that despite 15 years of CRM and ever-increasing funds being allocated to contact service strategies, the customer is just as fickle as ever.

CRM: relationships or management?

Karen Enver Draft London

CRM seems to be becoming a four-letter word in marketing circles. The pressure to find ever more ingenious ways of retaining customers profitably in over-supplied, commoditised markets is vast, yet despite billions of marketing (and IT) spend invested in CRM over the last 10 to 15 years there seems to be little lasting effect to show for it. The customer seems more fickle than ever, and having learned that loyalty does not necessarily pay, may remain 'lost' for good, suggesting that either we need to rethink our marketing models radically or...

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