ARTICLE DESCRIPTION: Many manufacturers are failing to reap the expected rewards from implementing a customer relationship management (CRM) programme and are left wondering why too little groundwork, pre-preparation through activity based cost analysis has been carried out before a CRM strategy is devised and this ultimately leads to poor results and a lack of return on investment.

MORE INFO: Why CRM Might Fail Many manufacturers are failing to reap the expected rewards from implementing a customer relationship management (CRM) programme and are left wondering why too little groundwork, pre-preparation through activity based cost analysis has been carried out before a CRM strategy is devised and this ultimately leads to poor results and a lack of return on investment. Armstrong Laing has recently published a White Paper on how to achieve an effective CRM campaign and stresses that it is essential for manufacturers to have access to accurate financial information about customer profitability in order to devise an accurate CRM strategy. Copies of the White Paper 'CRM Blind Alley or the Way Forward' can be obtained from: Armstrong Laing Tel: 01565 687010 www.armstronglaing.co.uk

PUBLISHER: Institute of Operations Management

Page number: 8 Word count: 130

Vol 28 - No 04 - May 2002

The article can be downloaded in full from the publisher's site i.e. the Institute of Operations Management.

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Business Performance Improvement