What makes some companies so much better at managing customer relationships than their competitors? Put a different way, how are companies like Enterprise Rent-A-Car, Pioneer Hi-bred Seeds, Fidelity Investments, Lexus, Intuit, and Capital One able to stay more closely connected to customers than their rivals, in ways that significantly influence the profitability of the firm? It’s a question that Wharton marketing professor George Day answers in a new paper. His research notes, among other things, three distinct approaches to customer relationship management (CRM), each with dramatically different results.
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