White Paper by Armstrong Laing GroupThis White Paper examines the reasons why some local authorities fail to gain benefit from adopting customer relationship management and explores remedies. A fundamental weakness is often that too little groundwork is done before CRM is launched. Failure to do an activity based cost analysis is highlighted as a particular problem. Without accurate financial information about customers it is not possible to devise a robust CRM strategy, because it is this information that reveals which customers should be targeted and where the marketing budget should spent.
Copies of the White Paper “CRM – Blind Alley or the Way Forward” can be obtained from Armstrong Laing Product Marketing Manager Pam Kearns on 01565 687010.