How to rescue CRM

How to rescue a CRM program that is about to fail?

Author(s): Manuel Ebner, Arthur Hu, Daniel Levitt, Jim McCrory

Publisher: McKinsey Quarterly

Date of publication: 2002

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Synopsis

This article is one of the sources used in Manageris’ synopses:

How to avoid the pitfalls of CRM to capitalize on the full potential of tailored customer relationships?

119b – Synthèse (8 p.) Customer relationship

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