This paper outlines several of the key factors influencing the success of CRM initiatives today. It also presents a compelling framework for a more holistic, enterprise wide view of CRM one that focuses on value creation and meeting clear return on- investment objectives. Customer Relationship Management (CRM) is the creation of shareholder value through customers. Successful CRM initiatives aim to improve shareholder earnings by attracting, retaining and nurturing the types of profitable customers that generate long-term business value.
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