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CRM - Does theory work in practice?
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| Submitted: Mon Dec 22 2003
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CRM- DOES THEORY WORK IN PRACTICE? There is great debate on the use of Customer Relationship Management in practice. There are two differing views and in this discussion document both points will be analysed with use of examples and the relevant theory emphasised by models and frameworks. "CRM is about having a good IT system, therefore, many firms believe they are carrying out CRM when in fact they are not" To answer the validity of this part, there needs to be investigation into the practical use of CRM. Black Horse financial services markets regulated products to the customers of Lloyds bank. Special sales force advise more than half a million customers each year through its high street branches generating more than £140million in premium income. Although there has been a huge increase in public awareness through media coverage for demand for life assurance and retirement provisions, research shows that the majority of the market...
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