Tuesday, 5 December 2006

CRM or CEM

Ah...the difference will be for a later post

A certain truth is that neither can succeed without the successful implementation and operation of various marketing technologies to handle the information and data required to have any kind of understanding of what the customers' experience really is. An equal and opposing truth is that technology is only a part of the answer. We have all heard about the multi-million dollar CRM projects which were really implementation rather than CRM failures (A Gartner study found that approximately 55 percent of all CRM projects failed to meet software customers' expectations).

Technologies enable business processes which in turn support strategies - not the other way around.

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