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December 31, 2005
The Customer's Perspective
One of the prominent reasons for CRM project failures is limited or no input from the customer's perspective. When we are devising and conducting a CRM project, customer input is vital for success. Customers basically want value, convenience, and they want to be recognised and valued as an individual. To achieve this, break your CRM project into two categories - internal and external. Internal forces constitute issues such as business strategy, organisational structures, processes, people skills, technology and metrics. External forces are about customer experience. Value involves price, among other things. Convenience is about things such as providing transparency and and about offering customers the ability to contact you when and where they require, across channels. CRM Today reports:
The thing about convenience, the explosion of consumer technologies and the creation of an "always on" communication channel is that it puts greater strain on the bank or insurance company than on the customer. This is because ubiquitous access - and the expectations of attendant service levels - tends to be mostly one way, i.e. from the customer to the financial institution.
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