The business benefits of customer management

Professor Merlin Stone and Neil Woodcock, of WCL (a change management and CRM consultancy), discuss a new model of customer management (CMAT) and good practice in customer acquisition, penetration and retention.

The Business Benefits of Customer Management

Professor Merlin Stone and Neil Woodcock

Business people sense that managing customers well leads to improved business performance, but when it comes to investing they find it hard to determine what to allocate...