Speaking Frankly About Customer Relationship Management
Here is the honest truth about your customer RELATIONSHIP efforts ... They are not customer relationship efforts at all. Customer relationships follow patterns of behavior that your company can predict and manage, but first you have to learn how relationships actually develop, grow, or deteriorate. When you design CRM solutions that help you win the right relationships, and build great customer experiences, CRM becomes a powerful and targeted mechanism for delivering the right value proposition to the right customer segments through the right channels. Author and Rutgers University professor JC Quintana candidly shares the important elements companies miss in building customer relationship strategies and implementing the tools that support them.