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| Market Research
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CRM's chequered future: Cliff Mills, NCC Research (August 2010)
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It’s no secret that winning and retaining customers is the key to business growth and success. Easy to say, but not so easy to
achieve, particularly in today’s tough economic environment where products and services are being bought and sold through
multiple, different channels.
Companies are also experiencing increasing customer demands, as well as the difficulty of introducing and enforcing
processes to effectively support their prospects, customers and partners.
Technology can help – but the use of IT to support sales, marketing and customer service teams has had a chequered
history…what has generally become known as customer relationship management (CRM) has taken a long time to be fully
accepted.
In the early days, the best way to use the technology was little understood and typically it only addressed one issue or
business process. In many cases, its proponents failed to get senior management support or to fully educate the organisation
about the changes necessary to achieve success.
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Fresh look at CRM: Graham Binns, Atos Origin (August 2010)
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As the UK exits recession and consumer confidence begins to return, organisations need to
revisit their CRM strategy.
During the downturn, many companies reacted by cutting their marketing expenditure, focusing
sales efforts on current customers and cutting costs. Now, organisations need to take stock and
consider how customers have changed and how technology presents new challenges and
opportunities. A number of factors support the need to re-evaluate CRM: social networking has grown rapidly. Facebook is now the most visited site on the internet; smartphone adoption has increased dramatically as a result of the success of the iPhone,
Android and the BlackBerry which finally make location-based services possible; customers are more comfortable with making purchases using their phone and the internet; people use blogs and forums to inform purchasing decisions; customers expect high levels of customer service from online channels...
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