Robert Phillips

Pricing and revenue optimization: Driving value from CRM investment

Coauthor(s): Jake Krakauer. View Publication

Abstract:
How will companies be able to achieve the returns needed to justify investment in CRM systems—particularly given their magnitude? Companies have struggled with how to measure the returns from their CRM investments. However, one thing is clear: given the magnitude of most CRM investments, merely tweaking existing marketing programs to generate positive returns won't suffice. In fact, for most companies, improving the customer experience alone will likely not provide enough benefit to justify a substantial CRM investment. This means that positive returns from CRM will require improvements in the Pricing and Revenue Optimization side of customer interaction.

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