When CRM turns bad – May 2011

Knowledge @ Australian School of Business

“Customer Relationship Management: A Dangerous Walk on the Dark Side”
By: Chris Sheedy
1700 words

Oddly enough, these days customer relationship management (CRM) may be more about serving the organisation than keeping paying customers satisfied. Short-term thinking has prompted some mobile phone companies, banks, credit card companies and health clubs, among others, to design CRM strategies to fill their coffers. It's a dangerous approach that's not only likely to stop 'em coming back for more, but may have much more widespread consequences. Adrian Payne, a marketing professor at the Australian School of Business, warns that 21st century customers have ways of getting their own back.

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