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We have completed over 300 CRM assignments in the past 5 years, experience which has helped shape our knowledge agenda. Recent research topics include how to successfully implement CRM technology, key imperatives for multi-channel marketers, new approaches to managing customer loyalty, best practices in catalog marketing, implementing CRM in a business-to-business setting, and using customer information to improve category and promotions management.
View other Customer Relationship Management articles or browse the full set of articles sorted by our services at our Comprehensive Article Listing.
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Organizing for CRM
McKinsey on Marketing
July 2004
According to recent surveys, more than half of all companies investing in CRM programs consider them to be a disappointment. Our experience has shown that to overcome organizational roadblocks (the core of the problem), companies should establish a structure that mimics a market in which constituencies take on the role of "sender" (delivering the solution) and "receiver" (implementing it).
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Download PDF - 2.9 mb » | |
Opportunity of a Lifetime
McKinsey on Marketing
March 2004
We believe that companies in subscription-based businesses should concentrate on managing the holistic customer lifecycle rather than focusing solely on subscriber growth. This emerging discipline - customer lifecycle management (CLM) - provides companies with a framework for understanding the true value of customer satisfaction as it affects buying behavior, migration, and loyalty.
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Download PDF - 3.24 mb » | |
Unlock The Hidden Potential In Your CRM Investments
Marketing Solutions
July 2003
Capturing value from investment in CRM technologies has eluded many companies in the last few years. In this article we highlight an approach to capturing value that focuses on the highest impact levers, redesigns key processes, leverages existing technology, and motivates organizations to adopt a new customer approach.
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Download PDF - 669 kb » | |
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SERVICE LINE
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