A strategic framework for CRM
As we pointed out in Chapter 1, customer relationship management – orCRM – is at the top of most corporate agendas. The huge surge of interest in the concept derives from its potential to harness a raft of new technologies to
implement relationship marketing cheaply and effectively. As everyone knows,
loyal customers are more profitable, and selling more to existing customers has
become the Holy Grail of marketing. The availability of data mining tools and
data warehouses, to say nothing of the huge opportunities afforded by the
internet, offer unprecedented potential to gather and deploy information on
customers that will allow companies to tailor products and services to them.