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Accelerating Customer Relationships: Using CRM and Relationship Technologies™ by Ronald S. Swift

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Chapter 3. The Role of Information Technology

 

Less than five percent of the world’s firms achieve the full potential of their customer relationship initiatives. The rest are caught in its paradox.

 
 --John McKean, Author, “Information Masters—Secrets of the Customer Race”, John Wiley, 1999

The Change from Data to Relationships

Harrah’s Entertainment (U.S. Casinos), AT&T Consumer Markets Division, SBC Communications, GTE, Sprint, Hallmark Cards, Tesco (U.K.), American Airlines, Continental Airlines, Sam’s Clubs (Wal-Mart), Qantas (Australia), Travel Unie (Netherlands), Pele-Phone (Israel), National Australia Bank (Australia), St. George Bank (Australia), and Barclays Bank (U.K.) have all excelled, primarily because they have placed customer information ...

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