There is no doubt that in today"s business environment, it is becoming increasingly difficult to manage customer relationships profitably. In response, most major organizations have embraced CRM as the way of the future and have invested millions of dollars in CRM technology and processes.
But the hard fact is that, inadvertently, most CRM initiatives fail, crashing upon the rocks of duplicated effort, incompatible business solutions, wasted investment, and an increasingly inconsistent customer experience. But it does not need to happen this way.
CRM can indeed be a powerful strategy, but knowing what
it is and what it can do is simply not enough. That"s where Performance Driven CRM comes in. It goes beyond what CRM is and what it can do foryour organization, and offers a proven approach that shows clearly and quantifiably how to accomplish your CRM vision. But it doesn"t stop there.
Performance-Driven CRM:
- Ensures that your CRM vision becomes reality and fosters
a cycle of continuous improvement.
- Delivers the skills needed to identify when customer
expectations change and how to respond to them.
- Describes the three critical performance programs
necessary to ensure enterprise-wide CRM.
- Providesa performance management program that
measures and monitors customer needs, organizational competencies, and quality service.
- Offers highly practical, hands-on, and proven tools for measuring and monitoring CRM initiatives: checklists, quizzes, work steps, planning templates, and more.
- Features case studies and best practices from organizations including FedEx, Marriott, DuPont, Honeywell, Nortel
Networks, Capital One, Radio Shack, and Sears.
Performance Driven CRM provides what has been missing up until now from the world of CRM: standards of performance and a balanced scorecard approach for your customer care initiatives. Performance Driven CRM keeps your CRM vision relevant, alive, and achievable, enabling you to drive successful and lasting CRM change. Это и многое другое вы найдете в книге Customer Relationship Management: A Strategic Imperative in the World of E-Business (Stanley A. Brown)