Blog: Customer relationship management

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CRM - The Devil is in the Details!

Oct 6 2009

I work in the business of Customer Relationship Management and have seen many companies achieve considerable success in finding and keeping profitable customers.  However some of my own personal experiences make me wonder whether companies are too focused on the forest and not spending enough time on the trees.  Or, to put it another way, focusing on a concept as grand as the "Customer Relationship" assumes that there are customers out there who think of how they deal with large companies or brands in the same way as they think of their personal relationships.  That is often not the case.  From a customer's perspective, the "relationship" with their bank, say, is often viewed as just a series of individual experiences of specific transactions or events.  There is very little true "loyalty" present, and what little there is can easily be eroded or destroyed by a bad experience.

Let me illustrate using a recent example ...

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