It seems that for most firms, no matter how much they invest in customer relationship management, neither the quality of their customer relationships nor the profitability of their business has increased commensurately.
The authors' evidence demonstrates it is the quality of the CRM solutions nor their enactment which will blame. Simply, firms have neglected to prepare the ground sufficiently ahead of time of important CRM investments. Without development of the abilities that are right, new technology fails to boost marketing practice. As a result, customer relationships are neither better nor more profitable. The writers' research reveals how operational managers can develop relationship marketing abilities commensurate with the enactment of CRM to help utilize the opportunities and make better investment decisions.
PUBLICATION DATE: July 01, 2011 PRODUCT #: SMR392-HCB-ENG
This is just an excerpt. This case is about MARKETING
Why CRM Fails-and How to Fix It Case Study Solution
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