Steve Downton, Downton Service Management Consultants Ltd, Noventum Group
How does CRM support the extended enterprise and why is it becoming so critical?
The trend towards convergence of the disciplines associated with Customer Relationship Management (CRM) with those disciplines associated with e-Business and e-Commerce is evident from reading articles in the many related trade magazines.
Service operations are embracing Internet-based technologies as part of a holistic customer relationship strategy. Measurements are no longer about the number of web site hits but 'profitability by customer segment', 'margin by product line' and 'average order value'.
Where does profitability come from, where does it get lost, how do we retain customers, how do we get loyal customers
We need to have a richer relationship with the customer with valuable interactions. Only then will the customer begin to appreciate that their time spent on building connections is worthwhile, unless they see a return they will not be prepared to invest time and effort into the relationship.
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