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Eleven Misconceptions about Customer Relationship Management

Verhoef, Peter C. and Langerak, Fred, "Eleven Misconceptions about Customer Relationship Management" . Business Strategy Review, Vol. 13, pp. 70-76, 2002 Available at SSRN:


    Higher buying rates and lower service costs make long-term customers more profitable and firms increasingly focus their marketing efforts on customer relationship management (CRM). However, they are often disappointed by the performance of CRM projects. These disappointing results are caused by managerial misconceptions about CRM and customer behaviour. This article focuses on 11 of these misconceptions to help managers make well-considered CRM-related decisions and raise the success rate of CRM projects.
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