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...
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.
