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ROB BRICKLE of AnitePS Consulting applies the lessons of history to CRM best practice.
Strategy first
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Rob Brickle: return on investment is unclear
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This is the third year that I have been asked to provide an expert opinion for this issue of Conspectus, and it is interesting to see how some of the statements made over that period have been validated and some lessons reinforced. This time around I would like to reprise some of those observations:
• The customer is king. Business was tough last year, and it was a no-brainer when I said it would get tougher. Telecoms was the principal market that was suffering at the time. Since then, the scope has expanded to incorporate a number of other sectors including the services marketplace. So the need to both retain and acquire customers, always a fundamental strand of competitive advantage, is even more important to growth and survival.
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Conspectus 2002
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Copyright © 2002
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