Business Services Industry
Know thy customer. (Feature).(customer relationship management)
Ivey Business Journal, May, 2002 by Gordon, Sheldon
Nobody's arguing that customer relationship management - CRM - isn't an important strategic focus for the progressive company. CRM programs are often introduced in conjunction with sales force automation, customer service centres and e-commerce enabled Web site projects. But frequently, they operate in silos -- as independent, standalone, non-integrated solutions.
That limits the usefulness of the applications. Without integrating them, a company can't mine the full value of CRM through customer analytics -- the storage and analysis of customer data that provides a full view of each customer's behaviour across all business units and product lines.
That big picture can be useful. It can help assess a customer's long-term value and vulnerability to...
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