Abstract
This paper aims to redress the balance in customer relationship management thinking by asking organisations, and in particular the banks, to listen to their customers and not be systems or software led. It outlines new thinking in researching this topic among consumers and assesses some of the implications of the research for not only banks, but also other customer-facing organisations.
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Donbavand, R. Using innovative research to build the foundations of actionable CRM strategies. J Direct Data Digit Mark Pract 3, 243–253 (2002). https://doi.org/10.1057/palgrave.im.4340135
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DOI: https://doi.org/10.1057/palgrave.im.4340135