I think CRM is interesting to me because it provides a rich source of examples of misplaced technology investment. No doubt it can be a useful tool but unless you have aligned your business goals with your customers needs your CRM system will let you down.
“In a Bain & Co. study, 20 percent of the 451 senior executives polled said that their companies’ CRM initiatives had failed to deliver profitable growth and had damaged long-term customer relationships.”
I’m sorry, did they say damaged customer relationships? My irony meter is off the scale right now.
Here’s an article from HBS working knowledge that I find interesteing Donít Get Buried in Customer DataóUse It. The take away for me is not so much about leveraging the customer data, but how an intense focus on the customer can help organizations understand and manage the right data, the data that will help the organization make a difference to the customers.
0 Responses to “more CRM stuff”
Leave a Reply