Although it’s often mistakenly viewed as a technology, CRM is really a discipline — and it’s not a solo discipline, like a martial art or meditation. It’s a team discipline, one in which every customer-facing employee can make a contribution. Whether those contributions are positive or negative depends on the teammates. In most cases where CRM is decreed to have “failed,” the cause isn’t the technology — it’s usually the failure of someone within the company important to the CRM process to commit to the concept.
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