Can we really manage?

In this introductory article to Admap’s ‘Focus: CRM & loyalty’ the author raises the issue of how to implement the strategies postulated by customer relationship management.

Can we really manage?

It is several years since the magic letters CRM customer relationship management first started to appear in the trade press. Now, there are several major websites, articles, conferences, books (try feeding CRM into amazon.com's search engine), research projects let alone the continuing efforts of software suppliers to refine their offerings and to demonstrate best practice.

What originated as an IT-driven initiative to extend the benefits of computerisation to the sales and marketing side of business has become a huge industry, and one that is not exactly over-loaded with praise. A recent survey by...

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