For all the emphasis placed on customer relationships these days, very few large organizations really understand how to manage them. Whether you’re a corporation, a nonprofit or a government agency, chances are that your approach to customer relationships at a system-wide level begins and ends with CRM (customer relationship management) software — yet its implementation rarely does much to foster real relationships. As a consultant, I’ve seen dozens of CRM implementations in a wide range of organizations, and consistently find that they fail more than they succeed. This isn’t the fault of the technology or the CTO, who usually manages it. It’s a result of misguided strategy.The problem is that CRM’s purported goals are vastly different from the way it usually functions in real

Read all Too Many Executives Are Missing the Most Important Part of CRM

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