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Laura Pollard


Articles By Laura Pollard
Companies practicing customer-centricity (i.e., enterprise CRM) have been lying for decades. They have been telling untruths to themselves, and to others, about what customer-centered management really is, and what is truly required to deliver it.
Posted 01 Dec 2003 [December 2003 Issue]
Turf protection, the roar of power struggles, and self-preservation don't create collaborative cultures.
Posted 01 Oct 2003 [October 2003 Issue]
CRM still means different things to different people.
Posted 01 Jul 2003 [July 2003 Issue]
Will we ever learn to modify our behavior, learn to collaborate around integrated data files that contain the bits of customer information?
Posted 01 May 2003 [May 2003 Issue]

When I meet someone who says he is implementing CRM, I always ask, "CRM management" or "CRM marketing"? You would be surprised at the number of times the term CRM (which I believe should include all aspects of customer relationships) is used to describe narrow marketing programs, loyalty programs and marketing automation software implementations. In fact, I recently visited a leading CRM site to eagerly read a promising article about CRM only to discover it was about a financial institution's marketing program.

Posted 05 Jun 2001
 
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