Book Excerpt: 'Accountable Marketing: The Economics of Data-Driven Marketing'
With all the interest and investment in CRM, it is ironic that there have been so many failures compared to so few successes. It is imperative that we ask whether the theory is better than the practice, at least up to now, and what can be done about it?
"It is impossible to state precisely what customer relationship management means to everyone," wrote Randy Harris. "The term has been applied to almost every element of business that even remotely interacts with a customer."