Why CRM Fails-and How to Fix It Harvard Case Solution & Analysis

It seems that for most companies, regardless of how much they invest in customer relationship management, or the quality of their relationship with the client, or the profitability of their business has increased proportionately. Of course, he was not supposed to turn out this way, relationship marketing was a "new paradigm" that heralds the golden age of marketing loyal customers and more profits for the company. To the author points out that it is neither the quality of CRM solutions, or their implementation, which is to blame. Simply put, the company failed to properly prepare the ground in advance of major investments CRM. Without the development of the right opportunities, new technology is not able to improve marketing practice. As a consequence, the relationship with customers is no better or more profitable. Study the authors show how managers can quickly develop a relationship marketing capabilities commensurate with the implementation of CRM, to help make more informed investment decisions and opportunities profitably. "Hide
by Stan Maklan, Simon Knox, Joe Peppard Source: MIT Sloan Management Review 9 pages. Publication Date: July 1, 2011. Prod. #: SMR392-PDF-ENG

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