Research-based CRM - lessons learned and new directions

The growth of Customer Relationship Management (CRM) has been dramatic, yet the CRM opportunity is rarely fully exploited.

Researchbased CRM

Lessons learned and new directions

Professor Merlin StoneSurrey University and IBM UKSharon ReesNFO Financial Services andProfessor Clive NancarrowBristol Business School, UWE

Introduction

CRM What is it?

Customer Relationship Management...

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