Analysis highlights customer relationship management strategies in businesses, suggesting better outcomes than tactics.
Customer Relationship Management (CRM), as a concept, has received increased attention as technological advances both motivated and enabled businesses to focus more on customers. CRM, when effectively deployed, helps businesses succeed in today’s customer-centric world. Despite the considerable academic and practitioner interest that CRM programs have attracted in recent years, a large proportion of them are failures. This article presents a rationale and a model for conceptualization and formulation of CRM strategies rather than singular tactics.
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Thakur et al. (2006) studied this question.
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