How much will CRM technology get you close to your customers, or is there more needs to be done? Rob Brickle reports.
Customers: are you thinking what they’re
thinking? - Part 2 |
Part 1
If customers are one of your company’s most important assets,
shouldn’t you apply the same rigour and discipline to customer
management as you do to financial or business management?
Relationship piece
CRM technology may have some value but it does not, nor can
it, deliver the ‘relationship’ part of customer management.
What CRM technology does is manage the transactional nature
of the company’s relationship with a customer.
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