Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
CRM has been seen as a panacea for organisations without any real understanding of how it should fit in with the business strategy. In this article Steve Downton explores the way successful businesses are seeing CRM as a concept not a software tool and are integrating the concept into their overall strategy.
A business strategy has to place the customer at the core of its operation, and accept the growing importance and influence of customers on a business’s success or failure. The businesses, which appear most successful, put the customer at the heart of their business. It is a simple process to formulate the theory, but not so simple to achieve.
There is evidence of a similar phenomenon today when businesses talk about the difficulty of personalisation and of getting the value of the customer into the heart of their business. Companies often fail in this ambition to get the customer to the heart of the business because they are approaching the concept from the wrong angle, theirs and not the customer’s!
In a time when the customer is becoming more demanding and we have a lack of time we have to use all the means we can get the customer satisfied in a cost effectivily way.
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