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If all of this sounds like CMR is hard, that’s because it is. The problems inherent in implementing a customer relationship management project pale in comparison to the challenge of achieving benefits from customer management of relationships. It’s a giant step from CRM with its goal of making business better for the company to CMR, trying to make life better for the customer. It will require a clear understanding of what CMR is and a willingness for companies to change the ways they interact with customers.
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