Realizing Business Benefits Through CRM: Hitting the Right Target in the Right Way

Managing customer relationships was easier in earlier times. Merchants knew their customers – the members of their households, what they generally bought, their likely future purchases, and their current and potential value as customers. This knowledge helped merchants create highly effective customer relationships. However, that close understanding of customers eroded as people became more mobile, cities grew, companies became larger, and marketing reach expanded. This development was unfortunate for customers and companies alike.