How companies use customer insight to drive customer acquisition, development and retention
In theory, Customer Relationship Management (CRM) technology and processes should help firms to identify the ‘right’ customers, understand their needs, predict their behaviour and develop tailored propositions. Yet numerous studies have found that CRM projects have failed to deliver the expected ben...
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| Language: | en |
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Cranfield University
2009
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| Online Access: | http://hdl.handle.net/1826/3197 |