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

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Chapter 15. Studies of Communications Industry Implementations

In this chapter, you will read about a significant study performed in the communications industry to document the various phases and successful implementation strategies achieved.

This study was accomplished by Yancy Oshita, Director of Communications Industry Marketing at NCR Corporation in 1997-99 (Oshita, 1999). Yancy is a special kind of executive who is insightful and thorough in his approaches to customer requirements, customer management issues, and customer services.

The Oshita Research Project—Focus on Knowledge

  1. Definition of (qualitatively and quantitatively by commercial users) a “successful,” and, conversely, “failed” CRM initiative or project in which the primary purpose ...

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