Delivering value at a profit

摘要

IN AN INDUSTRY THAT PLACES EVER-GREATER FOCUS ON THE CUSTOMER, CRM INITIATIVES OFFER AN ATTRACTIVE METHOD OF BOOSTING FINANCIAL PERFORMANCE. BUT IMPLEMENTING THE CRM SYSTEM IS JUST THE FIRST STEP. IT IS ONLY BY INTEGRATING THE KNOWLEDGE GAINED BACK INTO THE COMPANY ACROSS ALL FUNCTIONS, THAT COMPANIES CAN EXPECT TO SEE A RETURN ON THEIR INITIAL INVESTMENT, SAY DOUGLAS KENT AND MARY MARGARET GIBSON OF PRTM.