Interaction Management
The ‘Art’ of Interaction Management Many large business-to-consumer organisations have invested an enormous amount of effort, time and money into Customer Relationship Management in the last twenty five years. What do we have to show for this collective enormous investment? The investment has had three major waves, firstly the data warehousing band wagon, then the CRM records management wave and then the Marketing Automation wave. A lot of these large investments have failed and there are now a lot of CRM 2.