A Framework For Improved CRM Analytics
Edgar OrtizandDavid HardingMcKinsey & Company
CRM: Business Rationale
Organizations that embark on CRM programs do so with expectations of addressing and solving several typical marketing 'pains':
- inefficient customer acquisition, cross-selling and retention programs;
- information systems that do not present data in a customer centric manner;
- uncoordinated customer communications;
- weak integration of...