Some years back, customer relationship management (CRM) became the hot buzzword. Companies hoping to improve customer relations and increase profitability invested very heavily in CRM systems. Profound changes in how clients were won, nurtured, retained, and enticed back into the fold were expected – as were lower costs for marketing and client service.

The questions now on everyone’s mind are:

• Have these companies realized return on their investment? • Is there a system in place that not only supports your CRM investment on the …
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