Analytics count

Date of publication: March 17, 2002


Companies today are acutely aware of the tremendous benefits associated with understanding customers. Many have embraced customer relationship management (CRM) to achieve this understanding. Thus, companies have invested in customer-facing software applications with the hope of facilitating better service and more efficient interaction with all customers. Unfortunately, these applications have often been implemented as independent, unintegrated solutions. As a result, the expected and desired results have not occurred. The primary reason is that the emphasis has been in developing the essential organizational structure and technical architecture for CRM - rather than focusing on the customer to develop and enhance competitive advantage.

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