Customer relationship management (CRM) concerns a company’s interactions with clients, assisted by a collaborative tool. The main goals are identifying and reaching out to new clients, retaining existing clients and bringing back those who left. From a cost-benefit perspective, CRM aims to reduce costs and increase the efficiency of marketing, pre-sales, sales, and customer services. However, recent research argues that more than 50 percent of all CRM implementations are eventually regarded as failures by the customers.
Some CRM experts blame this failure on the technology provided or the quality of implementation process. Such claims are sometimes correct, but since ...
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