Although I realise that starting this entry with a statement that CRM professionals take for granted or even find boring these days is a big risk, I will do it anyway: “CRM is the driver for business performance if understood correctly”. Now why do I bring this up again: Because I think that everyone agrees on this statement but very few really act on it.
Ultimately the ones who suffer from this good intention but poor execution of CRM in companies are the customers: Their enquiries and complaints are not dealt with in the most effective way, they receive promotions that are not fulfilling their needs and certainly their expectations are not understood and therefore not met. But in this blog I am not playing the role of advocate of the external customers……
Even before the external customers suffer, it’s the Customer facing staff members who are affected, and overseeing all of this an even more difficult position: the CRM Manager. In the majority of the occasions where...
