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The constant emergence of new technology – most recently web services and web portals – is in danger of distracting CRM users from their main business aims, according to our panel of market experts. Pat Sweet reports.
Blinded by technology - Part 3 | Part 1 | Part 2
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Graeme Munro: data analysis ‘Holy Grail’
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INDUSTRY SPECIALIST: Ciberion
Interviewee: Graeme Munro, CEO.
Q1: Achieving value.
A: Many B2C companies implement CRM and achieve immediate value for customers, particularly when introducing a new channel such as a call centre or interactive web presence which offers convenience. But winning payback for the company is another matter. Even though new channels are likely to be cheaper to service, it takes time to downsize and generate high value.
B2B implementations rarely release immediate value, since the biggest payback comes from increased customer confidence and loyalty, which can take many months or years to kick in.
In both cases, the key to success is recognising that CRM projects are about business change, not technology, and call for creative thinking plus a strong focus.
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Consultants' Advisory 2002
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