How to win friends
Barristers' chambers must move their deployment of CRM beyond a state of mind to a science, argues David Randall
Customer relationship management (CRM) has been defined many times to mean many things. At a corporate level, this is often associated with a move to de-skill and automate sale and support relationships with customers – and I am sure we all have our own opinions about call centres and marketing campaigns. Paradoxically, much of the evolving discipline of CRM is targeted toward the relatively simplistic and less rewarding model of dealing with individual customers rather than a company.
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