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Customer relationship management is evolving and the heads of CRM must fall on their swords, argues David Cotterill of Cambridge Technology Partners.
CRM isn’t dead, it’s just pining
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David Cotterill: CRM is still valuable
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A popular theme for discussion this year has been the death of customer relationship management. The consolidation of the CRM software market, slowing demand and waning hype are all used as proof points of CRM’s demise.
Yet, according to this issue’s research – see previous article – two-thirds of companies have not yet implemented an integrated CRM system. How can an accepted concept, barely attempted in the majority of companies, already be dead?
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Consultants' Advisory 2002
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