Without a dialog two-way communication with customers, we cannot really have a relationship. Yet, for many organizations, CRM seems to focus primarily on marketing and sales. In other words, it involves one-way communication focused almost entirely on getting the customer to buy more.
Similarly, CRM initiatives emphasize the development and implementation of campaign management and sales automation software solutions. When the service component is considered, the focus is usually on setting up systems and business processes to react to customer-initiated contacts. The integration of CRM software solutions is often not slated until well into the third or fourth phase of the implementation. Meanwhile, what the customer continues to see and hear from companies are just more efficient sales and marketing messages.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access