CRM and Culture Change
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Customer Relationship Management may be the latest in business buzz - speak but its misuse and abuse by would-be suppliers has led to a misunderstanding in the market that verges on criminality.

CRM is most commonly translated as the harnessing of technical solutions ... marketing systems, database management and maintenance, customer contact strategies informed by data analysis. All too often, marketers and managers alike fail to address the need to influence, inform and direct workplace behaviour. Customer orientation may be recognised as a critical business objective but is divorced from the management of attitude and motivation. In short, CRM, remains celibate without Workplace Marketing™ and its ability to drive culture change. Workplace Marketing™ is designed to harness brand values and match organisational behaviour to the customer expectations created by the promotional promise.

The stark reality is that;

      ... 40% of the potential return on marketing spend is lost
          when customer meets company

      ... 68% of customers are turned away because of the way
          they are treated

      ... 93% of companies cannot predict customer behaviour
          and bear the cost of wasted resources

      ... 64% of companies are confounded by an inability to
          improve:

                  - levels of response and customer acquisition
                  - value added
                  - return on investment

The answer lies in a redesigning of the strategic marketing process.

 
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