Strategic Issues
___________________________________________

A BETTER WAY TO MEASURE ROI Sufficient investments are required in streamlining operations, so that customers find it easier to do business. If this is not done, customers will defect, says Patricia Seybold. Measuring what matters to customers will drive revenues & reduce redundant overhead too, she explains.

CAMPAIGN-CENTRIC TO CUSTOMER-CENTRIC As against implementing marketing campaigns based on campaign-centric orientation, a customer-centric approach is better as it maximises the database marketer's return on a sizeable investment in the customer database, suggests Muhamed Muneer.