From customer research to CRM

Understanding the customer and the type of relationship customers wish to have is key to CRM. This means not only customer profiling and knowledge of customer behaviour but also insight into customer motivations and attitudes.

From Customer Research to CRM

How understanding the customer is the cornerstone of effective CRM

Chris BrookeDow Corning andFarrokh SuntookTotal Research

 

Introduction

CRM has tended to be defined in terms of IT systems and processes relating...