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,...