Chemical Firms Becoming More 'Customer-centric'

Chemical firms are starting to address certain shortfalls by becoming more customer-centric, according to observations of multiple chemical industry clients by Accenture. Customer Relationship Management (CRM) practices were first introduced about 10 years ago, then experienced something of a lull in activity as they failed to meet expectations, but CRM is once again coming back in favor driven by macro-economic factors and the emergence of new techniques that can deliver top line growth and sustainable profits, says Goetz Erhardt, senior executive/management...

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