Michael J. Penney

Tactics to Ensure Investments in Customer Relationship Management Produce Results By Michael J. Penney The value of customer relationship management (CRM) is unchallenged, but the method for capturing the value remains elusive. Any opportunity to grow or retain market share and profitability must be considered, and the potential benefits frequently justify the allocation of significant resources and investments. The Challenge For direct marketing companies, the key is to ensure that their investments in CRM programs pay off. The deployment of significant resources and investments implies the assumption of risk, and the issue for many organizations is properly managing that risk. Consider the following

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