So you have your CRM application in place and humming, collecting information about customers and potential customers and organizing it — but how are you using it? Most companies pour it back into sales, marketing and support to keep feeding those machines, which is the way you realize the value from your CRM investment. Yet to the customers — y’know, the people that all this relationship management is supposed to be about — the ready flow of data within your organization is invisible. Is it really building the relationships you yearn for?
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Tap CRM to Give Your Customers a Pleasant Surprise
Posted by: Christopher J. Bucholtz May 7, 2013 05:00 AMSo you have your CRM application in place and humming, collecting information about customers and potential customers and organizing it — but how are you using it? Most companies pour it back into sales, marketing and support to keep feeding those machines, which is the way you realize the value from your CRM investment. Yet to the customers — y’know, the people that all this relationship management is supposed to be about — the ready flow of data within your organization is invisible. Is it really building the relationships you yearn for?