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Jeff Marksz of The Database Group proposes switching board-level focus as a means of bringing customer relationships back to the bottom line.
Many happy returns - Part 2 | Part 1
Only with such a method in place can return on investment in CRM be accurately measured, monitored and improved. A ‘one-size-fits-all’ approach is evidently inappropriate, given the industry disparities our survey revealed. However, we believe a common methodology can provide a framework on which these differing emphases can be identified, and on which short-term achievable strategies may be built.
Customer value
The survey clearly identifies two overarching needs: a consistent framework for planning and managing CRM activities and a way of integrating the disparate elements that have collectively become associated with CRM.
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International Consultants' Guide 2002
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Market Overview