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| Author: | Brewton, J. Schiemann, W. |
| Title: | Measurement: The missing ingredient in today's CRM strategies |
| Journal: | Journal of Cost Management
2003 : JAN/FEB, VOL. 17:1, p. 5-14 |
| Index terms: | Customer relationship management (CRM) Strategy Measurement |
| Language: | eng |
| Abstract: | Customer relationship management (CRM) is one of the most competitive and costly business strategies of the 21st century. Successful CRM depends on the creation of strategic CRM performance measures to track CRM strategic implementation and its impact on profitability. The implementation of a CRM scorecard is a 5-step process. |
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