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September 2008 from CustomerThink and sponsored by RightNow Technologies– “…By the mid-1990s, Customer Relationship Management (CRM) became a hot buzzword. The premise was that by managing customer information better, more profitable relationships would result.
However, our research has found that technology-focused CRM projects have mainly delivered productivity benefits through the automation of marketing, sales and service processes. Good for short-term ROI but generally not sufficient to deliver the loyalty-building experiences that customers crave.
But still, while conventional CRM thinking has not been the end-all, be-all that some had hoped for, it’s a necessary foundation for most companies. CRM technology can enable a company to run more efficiently, focus attention on more valuable customers and equip employees to deliver competent service. What’s wrong with that?…”
180 View – The article is about best practices, and not surprisingly they are more about people than about technology. The best practices are:
1. Staff Your Front Lines With Friendly and Competent People
2. Experience What Your Customers Experience
3. See Your Customers From All Sides
4. Build Genuine Relationships Through Collaboration
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