Summary and Info
The ever-increasing amount of individual-level customer data generated by loyalty programs opens new perspectives for customer relationship management(CRM). Yet, recent analysis have shown that a huge fraction of CRM projects fail to deliver the good at the bottom line. One of the main reasons for this dilemma is that these data require advanced analytical processing to fully leverage their potential ("analytical CRM"). Research and practice are still in its early stages with respect to analytical CRM.
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