Using innovative research to build the foundations of actionable CRM strategies — Roger Donbavand, Interactive Marketing, Vol. 3 No. 3

This paper aims to redress the balance in CRM thinking by asking organisations—and, in particular, banks—to listen to their customers and not be systems- or software-led. It outlines new thinking in researching this topic among consumers, and assesses some of the implications of the research for not only banks but other customer-facing organisations. (11 pages)

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01 Jan 2002		£19.50
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