ROB BRICKLE of Bsquared Consulting wonders how many companies really are customer driven
Best-practice CRM
Rob Brickle: a customer management strategy
has to have teeth
At Bsquared we spend our time working with organisations
on their business-tobusiness customer relationships. It is
interesting to put the learning we have gained from this into
perspective with the information from the latest Conspectus
CRM user survey (see previous article).
In particular I would like to focus on how organisations can
get the maximum return on their investment in customer management.
I would be surprised and amazed if we didn’t all agree with
the statement that CRM has evolved to provide a business strategy
that commits the organisation to being driven by the customer.
But if everyone accepts that – why is it that only 50% of
the respondents to the survey have a customer management strategy
in their organisation? It raises the question of what being
‘driven by the customer’ actually means.
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