It’s a simple idea: get a better understanding of your customers’ wants and needs, deliver on their expectations, and your revenue will increase. But more than 40 percent of companies surveyed do not have a formal customer relationship management (CRM) strategy in place. And those that have one still struggle with CRM at nearly every stage. Learn more about areas where you can improve your own CRM system strategy.
include shipping lines, warehouses, cruise lines, hotels and, of course, tourists and other visitors. As such, driving revenue, although important, is not the whole of the picture. “If all you measure is revenue,” she says, “then all you get is the surface of what’s going on. You don’t know what caused the changes that drove revenue. Without understanding what’s behind the changes, you’re missing a huge piece of what CRM can do for you.” Mini-case study: AmerisourceBergen In the