CRM – easy to do wrong, hard to do right

Abstract

In essence it seems quite simple: look after your customers and they will look after your business. But as with all such management theories, customer relationship management (CRM) is hard to do – properly. One recent survey found that 70 percent of companies that had implemented CRM have found it to be only a minor success or even a failure.

Citation

(2002), "CRM – easy to do wrong, hard to do right", Strategic Direction, Vol. 18 No. 3, pp. 19-22. https://doi.org/10.1108/02580540210793365