Why has customer relationship management (CRM) become a dirty word in so many boardrooms? Its sta... more Why has customer relationship management (CRM) become a dirty word in so many boardrooms? Its stated goals of serving customers better and growing relationships are noble, but many initiatives have been predestined for failure by lack of focus and lofty expectations. Some retailers have tried for quick-hit successes aimed only at increasing sales and reducing the cost to serve customers. Unfortunately, ill-conceived and fragmented initiatives have diluted consumer trust and worn a path to retailer and consumer disappointment alike. What approach should retailers take to truly improve customer relationships in a holistic way?
Why has customer relationship management (CRM) become a dirty word in so many boardrooms? Its sta... more Why has customer relationship management (CRM) become a dirty word in so many boardrooms? Its stated goals of serving customers better and growing relationships are noble, but many initiatives have been predestined for failure by lack of focus and lofty expectations. Some retailers have tried for quick-hit successes aimed only at increasing sales and reducing the cost to serve customers. Unfortunately, ill-conceived and fragmented initiatives have diluted consumer trust and worn a path to retailer and consumer disappointment alike. What approach should retailers take to truly improve customer relationships in a holistic way?
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