Customer relationship management (CRM), once held the hope and promise of good things to come for businesses large and small. Now, many years later, after millions of dollars spent and countless failed projects, we stand in the wreckage attempting to figure out just what went wrong.
Few companies could resist the promise of bottom line results and improved customer relations, practical goals for any business. Why, then, have so few CRM projects lived up to the expectations of those who championed the cause?
Did we set our expectations too high? Perhaps we lost sight of our customers behind databases of information, or did we relax into a false sense of customer relationship security? This issue's dilemma asks: How do you salvage your investment in CRM and realize real improvements in customer relations?
Don't see the point in assessing CRM? Let us know what keeps you up at night. What dilemma do you take with you when you leave the office? Your peers would love to help. Write to us and ask our SWOT Team about your dilemma. Tap into the collective strength, wisdom and experience of this group. It works, and you could win a free copy of our book, A Marketer's Guide to e-Newsletter Publishing.
Revisit our previous dilemma—read below for your peers' best advice on the use visitor data for your Web marketing initiatives.
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- Give advice about this issue's dilemma.
- Read your peers' responses to the previous dilemma (below).
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This Issue's Dilemma
SWOT Category: Internal Weakness