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Customer Relationship Management (CRM)? So What?

From David Margulius at Infoworld:

Quick. When was the last time you remember being pleasantly surprised by how effectively a company used data about you to improve your customer experience? ...Personally, I’m amazed that none of the companies I’ve done business with for years — banks, telephone companies, insurance, publishers, and so on — has ever considered it worthwhile to have a real live intelligent customer service rep call me on the phone and just ask me what I want. The problem isn't IT, says Margulius. Based on surveys it appears that corporations have simply not decided to make good use of customer data a priority, mostly because no single person or part of the organization owns the issue. 71 percent of execs said their customer data was potentially very valuable but only 43 percent said they had been effective in using it. No wonder CRM vendors go into weird contortions trying to find some other moniker for their software.

http://www.infoworld.com/article/06/10/27/44OPanalysts_1.html

Published Tuesday, October 31, 2006 1:42 PM by fsusblog

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# re: Customer Relationship Management (CRM)? So What?

Some of us do not like phone calls.

Tuesday, October 31, 2006 11:00 AM by izzie

# re: Customer Relationship Management (CRM)? So What?

What's distressing is that they could do this, and they could start small and get smarter. While building a great bank (http://www.edmblog.com/weblog/2006/09/using_decisioni.html) might be the outcome, just little things like not asking me my language preference or including offers for products I already have would help a bunch! The problem is, in part, that companies think they are making one decision (send this offer in the mail to a group of customers) when they are making many (they are really deciding to give each customer a specific letter). Unless they focus on the individual nature of these decisions they will never use that customer data. Ho hum.

Tuesday, October 31, 2006 3:18 PM by James Taylor

# re: Customer Relationship Management (CRM)? So What?

Now, if you ask me, Technology will help only if the companies really want to do this. You get the feeling that most companies do not care or realize that their Customer Service is so screwed up. For example, my telephone provider does not remember that I also buy my Internet connection from them.

Here is an excerpt from this post by Jim Berkowitz,http://www.crmmastery.com/weblog/2006/10/25.html, that puts these ideas in perspective

" Organizations need to rethink their services processes from a customer perspective "  

""

A company perspective typically progresses from targeting customers, to inquiring, acquiring, to welcoming and eventually developing and managing them.

Customers, on the other hand, see their relationships with companies evolving from awareness, to searching to selecting, ordering, paying and set up, to eventually using support and upgrading,

""

Wednesday, November 01, 2006 5:55 AM by Rajgo

# re: Customer Relationship Management (CRM)? So What?

I'm amazed that companies are not more in touch with their customers now a days. If companies would contact me in regards to what I want, I would be a lot happier customer.

Wednesday, May 02, 2007 4:59 PM by Brandon

# re: Customer Relationship Management (CRM)? So What?

A company perspective typically progresses from targeting customers, to inquiring, acquiring, to welcoming and eventually developing and managing them.

Saturday, October 06, 2007 1:31 PM by markovich

# re: Customer Relationship Management (CRM)? So What?

Its good to take survey in CRM to find out how effective and valuable while using it. since from your survey 73 told that the data is valuable and 43 has told it is effective. hope the executives can make use of the database better to be more effective.

Monday, October 15, 2007 12:41 AM by Crmsoftware Gim

# re: Customer Relationship Management (CRM)? So What?

It is interesting that so many companies are failing in their customer service departments.  I just got a customer service book from www.deliverandmeasure.com that has had lots of great information.  They provide ways of feedback measurement and then teach you how to implement it.  With so many choices worldwide you would think that companies would do something more about making their customers happy.

Friday, August 08, 2008 9:01 PM by Carrie T

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