CRM Unplugged: Releasing CRM's Strategic Value by Doug Turk, Philip Bligh

By Doug Turk, Philip Bligh

This ebook offers thought-provoking and sensible recommendation approximately the best way to force sustainable company impression from customer-facing projects. the recommendation relies on a cautious combination of good comprehend frameworks from leaders like Professor Michael Porter and years of expertise from the authors and major companies. The descriptions of the way to take advantage of CRM to extend aggressive virtue and enhance profitability are really fascinating, as they increase CRM from a company initiatve to a enterprise imperative.

The authors have incorporated lots of examples of actual international successes and screw ups, and accordingly hold the publication rooted in functional and actionable guidance. I hugely suggest this booklet for CRM newcomers and specialists and for technical and enterprise pros, as there's vital suggestion in right here for everybody.

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Example text

In the rush to go live, the system’s ability to handle claims and service from front to back and in large volumes was not adequately tested. Problems in one area cascaded into others; staffing levels were inadequate, and staff were improperly prepared. Rather than realize that benefits would come over time as the company became used to new processes and systems, they expected them the day the switches were flipped. Given this experience, CIGNA has now slowed down the pace of migration and solidified the processes, systems, and staffing.

However, despite the size and complexity of the undertaking, the firm decided on an aggressive implementation plan that entailed a large piece of the new infrastructure going live at the same time. Unfortunately, the project ran behind schedule and wasn’t ready until July 1999 when the Halloween orders had already begun to come in. Problems in getting customer orders into the system and transmitting the correct details of those orders to warehouses for shipping began immediately. By August, the company was 15 days behind in filling orders, and in September, order turnaround time was twice as long as usual.

Customer tastes, habits, and expectations evolve rapidly, and meeting these changing needs requires a formal approach to capturing insight into customers 17 CRM Unplugged and patterns of demand. We must ask: How do they put our product or service to use? Once this information is acquired it is possible to identify opportunities that create meaningful value for customers. At Wal-Mart, ongoing customer-insight efforts generate ideas for new products and services. 7 For leading companies, CRM improvements tend to be customersegment specific, due to the differences in needs and value of each segment.

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