Completed Project
Creating Customer Value
If you are considering a new customer strategy, or if you are dealing with the practical day-to-day issues to do with creating customer value, such as deciding whether your business needs a consolidated customer database - and more importantly how that database should be used, our research in this area will give you some valuable insight.
Published Research
|
In Detail
|
Final Report
Creating Customer Value - Why CRM Programmes Succeed
01 Jul 2003 | Single Topic Report
Customers are always at the top of the business and IT agendas. Yet Customer Relationship Management (CRM) projects have failed to deliver the expected business benefits.
It is tempting to write CRM off as a fad that will soon be forgotten, but it is hard to survive, let alone thrive, if you do not manage your customer relationships so that you deliver value to your customers while finding ways to extract and retain some of that value for yourself.
This report reclaims the term ´CRM´ and provides practical advice on designing and managing a successful programme.