CRM has been positioned as the tool best suited to enable customer loyalty, targeted and focused marketing, the development of effective value propositions and the recruitment of new customers.
This hype and the perceived pressure on the boardroom for quick 'silver bullets' has meant that CRM has suffered the same fate as ERP systems in the mid 90's,resulting in catastrophic and highly publicised project failures.
Customer Relationship Management -Practical strategies for successful implementation -provides a fresh overview of the global CRM market place from both a technology and process perspective.
As the industry tries to reposition itself, the report communicates how the CRM philosophy can be converted into real and demonstrable projects delivering real value and competitive advantage.