Customers are notoriously bad at spotting innovation. Mobile
phones didn’t get invented because of customer clamour, they
got invented and then customers were persuaded to buy them.
So why, asks Chris Lawer of OMC,
should companies spend money on adapting their CRM systems
to ‘listen to the customer’? What can customers tell them
anyway?
His analysis is part of the debate around the use – and value
– of CRM, call centre and marketing technology.
Companies left unsure of the true value of CRM systems might
appreciate John Chapman’s article.
He sets out a checklist of benefits that you should expect
from a CRM project, and how you can measure return on investment.
Authors from Sigma and BearingPoint
pitch in with help on improving people management and data
quality in CRM projects.
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CRM,
Call Centre and Marketing Systems