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John Stewart of KPMG Consulting assesses why so few clients get their money’s worth out of CRM.
CRM: Crummy Returns on your Money? - Part 1 | Part 2
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John Stewart: CRM is a treadmill
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Since the mid-90s interest in CRM has escalated – and so too have the sums that organisations are prepared to plough into it. But, for the vast majority, what they get out doesn’t tally with what they’ve put in.
Perceived as a business saviour, a means of keeping customers faithful and of cutting costs too, CRM has often fallen short of the dream.
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Consultants' Advisory 2002
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