Measuring ROI and Enhancing Customer Relationships through CRM Strategies

The chapter delves into the significance of measuring the ROI of CRM initiatives, emphasizing the need to consider both quantitative and qualitative aspects for long-term success. It discusses the integration of CRM data across channels to create a seamless customer experience and highlights the value of using CRM data beyond purchase conversion for customer retention and advocacy. The chapter also provides advice for companies starting their CRM journey, emphasizing the importance of a customer-centric vision, ongoing investment, and cross-functional collaboration.