The fanfare and promise that boosted CRM’s introduction – and raised managers’ expectations – have turned to disappointment and doubt. There is, as these authors point out, still hope for reviving and realizing hopes for high returns from CRM. To help them, managers would do well to apply the lessons that these authors write about.
Authors: Michael Pearce, Yvette Mahieu
Source: Ivey Business Journal
Subjects: Customer Related, IT / Technology / E-Business, Marketing / Sales